Educating the Marketplace to Support Successful Oncology Product Launches

Thursday, October 29, 2009 General News
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CHAPEL HILL, N.C., Oct. 28 -- 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.

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. For instance, 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, 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.

Download a complimentary report summary, including key metrics and sample  best practices at: http://www3.best-in-class.com/rr985.htm.

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

For more information, contact Cameron Tew, manager of research and publishing at Best Practices, LLC at (919) 767-9246 or ctew@best-in-class.com.

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 nearly 18 years; our clients include 48 out of the top 50 pharmaceutical companies.

SOURCE Best Practices, LLC



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