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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, R
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SOURCE Best Practices, LLC
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