Advertisement
A series of six case study analogs recently published to the databasereview various aspects of product launch, providing unique perspectives forunderstanding the strategies and tactics utilized by top bio-pharma companiesto address commercial issues surrounding their products. One study, "RituxanCase Study: Pre-Launch Communications to Change the Dominant TreatmentParadigm," reviews the strategy and tactics utilized by Genentech for theRheumatoid Arthritis (RA) indicated product, Rituxan, to communicate with KOLsregarding a new mechanism of action treatment for moderate-to-severe RA. Thecompany started by using advisory boards early to harvest insights and seednew ideas before turning to communication vehicles such as peer-to-peerdiscussions and seminars to redefine RA's existing scientific model for themedical community. The approach created understanding and acceptance forRituxan's new mechanisms of action. Executives and managers can use this studyto gain insights into the creation of messages that communicate how a productwith a new MOA changes a dominate treatment paradigm.
Advertisement
For a complimentary summary from this case study, found in the BestPractice Database, "Rituxan Case Study: Pre-Launch Communications to Changethe Dominant Treatment Paradigm," click on the following link:http://www3.best-in-class.com/dr333.htm.
For more information on this study or the Best Practice Database, contactRobert Naylor at [email protected] or (919) 767-9244. Interestedparties may sign-up for a customized tour of the database via the followingURL: http://www3.best-in-class.com/dw212.htm.
ABOUT BEST PRACTICES, LLC
Best Practices, LLC, conducts work based on the simple yet profoundprinciple that organizations can chart a course to superior economicperformance by studying the best business practices, operating tactics andwinning strategies of world-class companies. For more than 15 years, ourhighly credentialed research staff has conducted primary research exclusivelyfor our Fortune 500 client base.Key topic areas in the research include: -- Market Entry Background -- Seeding New Ideas that Challenge Orthodoxy -- Early Advisory Boards to Generate Insights and New Ideas -- Engaging Thought Leaders to Refine Disease State Conceptual Model -- Pre-Launch Scientific Communications for KOLs -- Managing Expectations Pre-Launch and Post-Launch -- Lessons Learned
SOURCE Best Practices, LLC
