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Effectively Educating the Marketplace to Support a Successful New Oncology Product Launch
Date:9/24/2010

CHAPEL HILL, N.C., Sept. 24 /PRNewswire/ -- As the bio-pharmaceutical marketplace continues to evolve, launch leaders in the high-growth area of Oncology are tailoring their market education strategies and tactics to better reflect the unique characteristics of their therapeutic area. Leading organizations have found that a one-size-fits-all approach to education can hinder a new Oncology product launch as KOLs, physicians, and payers in the Oncology area have specific needs and interests.

For instance, commercial executives in the Oncology therapeutic area make clinical and compound data disclosures earlier than other therapeutic areas, according to new research from Best Practices, LLC.

In the study, 40 percent of commercial Oncology leaders said they communicate mechanism of action data at pre-clinical whereas only 29 percent of the total study participants said they communicate MOA at that time. Likewise, 40 percent of commercial Oncology leaders said they communicate safety information at Phase I whereas only 26 percent of the total study participants said they communicate safety data at that time, according to the study.

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.

Key Topics of this report include:

  • Identification of Key Education Tactics for Thought Leaders, Physicians, Patients, and Payers
  • Identification of Key Timing for Educational Activities for KOLs, Physicians, Patients and Payers
  • Assessment of Key Market Education Practices, including Thought Leader Activities, CME, Scientific Publication Strategy and Tactics, Patients and Patient Advocacy Education, Clinical Trials & Payer Education
  • Description of Critical Market Education Pitfalls and Future Trends

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

Download a complimentary report summary at: http://www3.best-in-class.com/rr1023.htm.

ABOUT BEST PRACTICES, LLC

Best Practices, LLC, conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC has been a leader in pharmaceutical research and consulting for 17 years; our clients include 48 out of the top 50 pharmaceutical companies. For more information visit: http://www3.best-in-class.com.


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SOURCE Best Practices, LLC
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