Real Business Situations:
With competition for time and attention of Key Opinion Leaders (KOL) and thought leaders intensifying, a leading biotechnology company struggled with how to best use field-based medical specialists to build and strengthen KOL relationships.
Marketing leaders knew that the work of medical specialists was essential to success, but they needed more data and insights to optimally size and deploy these professionals. In addition, they wondered: what should the extent of their responsibilities realistically be?
Concrete Research Questions:
This Research and Advisory Services partner (Marketing Leadership Practice), decided to use benchmarking through his partnership to answer several questions including: What is the optimal size, mix and service frequencies of field-based medical specialist groups?
He commissioned a research project to gather and synthesize this information to optimally support several brands. Our research analysts customized a survey and conducted in-depth interviews across 14 leading peer companies.
In less than six weeks, our research team provided and briefed the Research and Advisory Services partner on the following key metrics:
- Drivers of Field-Based Medical Specialist Group Size
- Structuring & Alignment of this Consultative Field Force
- Optimal Call Frequencies
- Pre-Launch Service Activities
- Post-Launch Service Activities