Educating KOLs, Physicians, Patients and Payers to Support Successful Product Launches

Companies with new products find it essential to educate the marketplace to ensure successful market entry; those that fail to inform and prepare the market often witness failed or disappointing product launches. This research will inform launch leaders on the most effective physician, payer and patient education practices conducted from clinical development through launch.

Metrics address KOL development tactics and timing, including MSL staff numbers and calls; Physician education by publication type and timing and CME by type and timing; Patient and Advocacy Group education by timing and type and Payer education by timing and type. 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.

Industries Profiled:
Pharmaceutical; Biotech; Health Care; Service; Medical Device; Technology; Manufacturing; Consumer Products; Diagnostic; Chemical


Companies Profiled:
GlaxoSmithKline; ARIAD; Pfizer; Integrated Communications Corp.; Novartis; Genitope Corporation; NeoVista; Inc.; Amgen; Novo Nordisk; Johnson & Johnson; AstraZeneca; Roche; Lilly; Bayer; Human Genome Sciences; Boehringer Ingelheim; Nobel Biocare; Abbott; Solvay Pharmaceuticals; Genentech; Sanofi-aventis; Smith & Nephew; Amylin; Janssen Cilag Pharmaceutical; Dr Reddy's Laboratories; Spectrum Pharmaceutical

Study Snapshot

Project Methodology

Research was conducted through survey and interviews of 34 executives and managers from 26 leading pharmaceutical, biotech and medical device companies of the world. Additionally, nine deep-dive interviews were conducted with selected participants.

Key Topics

• 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

• Building Bridges To Patients: Building good relationships with important Patient Advocacy Groups is essential for early patient education. PR tools are effective to stimulate disease education coverage. Marry science and pathos when educating patients. New technologies create new avenues by which to inform. Early Access programs are beneficial for patients, physicians and the company.
  
• Using Public Relations & Technology New technologies and PR are both “leveraged,” cost-efficient tools for education. Both permit less control than companies customarily want. The development and pre-launch cycle offer many opportunities to use new technologies (e.g. Social Media, Internet, YouTube/Video communication channels) to educate physicians, patients, payers and government.

• Timing and Importance of Key Educational Tactics for KOLs
• Number of KOLs Targeted/Planned to Target During each Phase III Period Pre-launch
• Timing of Relationship Building Activities with Different Thought Leader Segments Across Full Development Cycle
• Number of MSLs Assigned During each Phase III period Pre-launch for New Product
• Frequency of MSL Calls with KOLs During each Phase III Period Pre-launch to Launch
• Role of Global/Regional KOLs Across Key Educational Activities
• Rating of Tactics/Factors for Building Credibility for Company Entering New Therapeutic Area

• Stages During Which Investigator Initiated Studies are Conducted
• Timing of Public Release for Various Therapy Data (MOA,etc.)
• Importance Rating for Publishing Results in Various Channels
• Percentage of Papers Appearing in Tier 1-3 Publications
• Number of Publications (by type) Expected from Phase III to Launch
• Top Five Activities for Educating Physicians
• Timing of Physician Education Activities Across Full Development Cycle
• Provision of CME Grants by Program Type for Products/TAs Pre-Launch
• Timing of Education Activities for Payers and Government Entities
• Top Five Education Activities for Payers and Government Entities

• Timing of Educational Activities for Patients and Advocacy Groups
• Top Five Education Activities for Patients and Advocacy Groups
• Effectiveness of Public Relations Tools Pre-Launch and Launch
• Effectiveness of Calls to Action Leading Patients to Website
• Rank/Order Seven Most Effective New Technologies for Educating Patients/Physicians
• Percentage of Resources Invested for Different Target Groups Phase III to Launch
• Timing of Education Activities for Different Healthcare Professionals