Report on shaping marketplace to support successful oncology product launches

The bio-pharmaceutical marketplace – and the oncology therapeutic area in particular – continues to evolve as new medicines and technologies create valuable market opportunities. It's in this competitive and challenging environment that organizations with new oncology products are scrutinizing their strategies and tactics to support market education.

Many medical affairs executives focused on the oncology therapeutic area commence national thought leader relationship seeding during the pre-clinical stage whereas other therapeutic areas often start at Phase I, according to research from Best Practices, LLC. In oncology, once relationships are established with national thought leaders, relationship development activities are extended in Phase III to the cascade of regional thought leaders, key influencers and key payers. 

The report, Shaping the Marketplace to Support Successful Oncology Product Launches: Tactics for Educating KOLs, Physicians, Patients and Payers, contains a plethora of benchmark metrics on the most effective physician, payer and patient education practices conducted from clinical development through launch. The 150-page report contains almost 500 metrics to help inform launch leaders in the oncology area on the most effective type and timing of market education practices during the full development cycle.

The research - which includes oncology and total benchmark class segments - attracted 34 executives and managers from 26 leading pharmaceutical, biotech and medical device companies including, GlaxoSmithKline, Novartis, Novo Nordisk, Genentech, Roche, AstraZeneca, Lilly, Abbott and Bayer. Additionally, the research reflects on nine deep-dive interviews with selected participants.

Some of the Key Metrics of this report include:

• Three most important education activities for Thought Leaders
• Number of Thought Leaders targeted during Phase III to Launch period
• Number of MSLs assigned during Phase III to Launch period
• Timing of Education Activities for Payers and Government Entities
• Top Five Education Activities for Payers and Government Entities
• Appropriate time to start each activity for educating patients and advocacy groups
• Top five most important activities for educating Oncology patients and advocacy groups
• Effectiveness ratings given to different calls-to-action leading patients to Web sites
• Percentage of resources to be invested ideally in different educational categories

Executives and managers involved in market education efforts for new oncology products can use this research to compare their market education tactics and strategies with those of leading organizations.

Download a complimentary report summary, including sample best practices drawn from extensive primary research with executives at leading companies at: http://www3.best-in-class.com/rr1014.htm.