Probing Best Practices for Successful Primary Care Launch & Physician Engagement

Industries Profiled:
Pharmaceutical; Biotech; Medical Device; Biopharmaceutical; Laboratories; Clinical Research; Health Care; Manufacturing; Consumer Products; Diagnostic; Consulting; Chemical; Public Relations; Media; Technology; Communications; Computer Software; Telecommunications; Research; Medical; Professional Services; Science; Marketing


Companies Profiled:
Abbott Laboratories; Abbvie; Actavis; Actelion; Adamas Pharmaceuticals; ADC Therapeutics; Advanced Accelerator Applications; AeroGen; Agios; Aimmune Therapeutics; Alcon Laboratories; Alexion Pharmaceuticals; Align Technology; Alkem; Alkermes; Allergan; Almirall; Alnylam Pharmaceuticals; AMAG Pharmaceuticals; Amgen; Amicus Therapeutics; Amylin; Apellis Pharmaceuticals; Apex Pharma; Aptus Clinical; Arena Pharmaceuticals; Ascend Therapeutics; Ascensia; Asklepion Pharmaceuticals; Aspen Pharmacare; Astellas; AstraZeneca; Atara Biotherapeutics; Avadel Pharmaceuticals; Avanir; Avant Healthcare; Avantor Performance Materials; B. Braun; Baxalta; Baxter Healthcare; Bayer; Berlex Laboratories; Biocon; BioDelivery Sciences International; Biofrontera; Biogen; Boehringer Ingelheim; Bracco Diagnostics Inc.; Braeburn; Bristol-Myers Squibb; Cadila Pharmaceuticals; Caldera; Canopy Growth; Cara Therapeutics; Cascadia Drug Development Group; Catalyst Pharmaceuticals; Cegedim; Celgene; Celyad; Centocor Ortho Biotech Inc.; Cephalon; Chiesi; Cipla; Cofactor Group; Consensus Orthopedics; ConvaTec; Crown Laboratories; CSL Behring; Cubist Pharmaceuticals; Daiichi Sankyo; DBV Tehcnologies; Deciphera Pharmaceuticals; Dendreon Pharmaceuticals LLC; DiaSorin; Dr Reddy's Laboratories; Eagle Pharmaceuticals; Egis; EHOB; Eisai; Eli Lilly and Company; EMD Serono; eNeura Therapeutics; Ethypharm; EyePoint Pharmaceuticals; FerGene; Ferozsons Laboratories Limited; Ferring Pharmaceuticals; FleishmanHillard; Frankel Advisory Group LLC; Fresenius Medical Care AG & Co. KGaA; Galderma; GE Healthcare; Genentech; Genmab; Genzyme; Getz Pharma; GlaxoSmithKline; Greenwich Biosciences; Grifols; Grünenthal; Guerbet; Halloran Consulting Group; Helsinn; Horizon Therapeutics; Hospira; IDbyDNA; Idorsia; IDS Canada; Indivior; Ipsen; Iridex; Ironwood; Janssen; Joerns Healthcare; Johnson & Johnson; Kala Pharmaceuticals; Kaleo; Karyopharm Therapeutics; Kiniksa Pharmaceuticals; Kyowa Kirin; Laboratorios Deramtologicos Darier; Leica Biosystems; LeMaitre Vascular; LEO Pharma; Lilly; Linde; Lundbeck; Lupin; Mallinckrodt; Mayne Pharma; Meda Pharmaceuticals; Medacta USA; Medexus Pharmaceuticals; Medicure; MedImmune; MedinCell; Medis; MEDiSTRAVA; Medrad; Medrobotics; Medtronic; Melinta Therapeutics; Merck; Merck KGaA; Merial; Milestone Pharmaceuticals; Mint Pharmaceuticals Inc.; Mirador Global LP; Mission Bio; moksha8; Monebo Technologies; MSD; Nabriva Therapeutics; Nestle Health Science; Nevakar; NexGen Healthcare Communications; Nobio; Novartis; Novo Nordisk; Nuvisan; Ora; Organon; Ortho-McNeil; Osmotica Pharmaceuticals; OTSUKA; Panacea Biotec; Paratek Pharmaceuticals; PerkinElmer; Pfizer; Pharmacia; Piramal Group; Prime Global; ProCaps Laboratories; Prometheus Therapeutics & Diagnostics; Proteus Digital Health; Purdue Pharma; QED Therapeutics; Quintiles; RECKITT BENCKISER; Retrophin; Rigel Pharmaceuticals; Roche; Samumed; Sandoz; Sanofi; Sanofi Genzyme; Sanofi Pasteur; Sanofi-aventis; Santen; Santhera Pharmaceuticals; Sarah Cannon; Schering-Plough; Scilex Pharmaceuticals; Servier; Shionogi Inc.; Shire; Sivantos Pte. Ltd.; SK Life Science; Smith & Nephew; Solvay Pharmaceuticals; SomaGenics Inc; Stgilesmedical London & Berlin; Straumann; Sumitovant BioPharma; Sunovion; Supernus; Surrozen; Synapse biomedical; Syneos Health; Takeda Pharmaceuticals; Talecris; Taro; TEAMM Pharmaceuticals; Tecan; TerSera Therapeutics; Teva Neuroscience; Teva Pharmaceutical Industries Ltd; TG Therapeutics; The Medical Affairs Company; The Stem; Theravance; Thermo Fisher Scientific; Ther-Rx; Think Surgical; Thompson Surgical Instruments; Tiber Laboratories; Tibotec; Tibotec-Virco; Tokai Pharmaceuticals; UCB Pharma; unichem; United BioSource; Upsher-Smith; Vertex Pharmaceuticals; Vifor Pharma; ViiV Healthcare; Visioneering Technologies Inc.; Wellspect HealthCare; West 53rd St Digital; Worldwide Clinical Trials; XACT Robotics; Xanodyne Pharmaceuticals; XG Sciences; Zeiss Pharma; Zosano Pharma; ZS Pharma; Zydus Cadila

Study Snapshot

Best Practices, LLC employed a four-step approach in conducting this meta-analysis. Phase I involved search around key physician engagement areas, phase II involved a detailed probe of 18 of our benchmark studies, data was harvested in phase III to develop insights, and phase IV involved the organization of insights in a framework.

Key topics covered in this report include:

• Primary Care Targeting
• Launch Uptake
• Promotion and Messaging
• Primary Care Physician Habits
• Internal Organization Considerations

• Primary Care Targeting:

• Employ multiple patient diagnostic factors to help PCPs recognize target patient profile

• Launch Uptake:

• Brand the science to simplify PCP education
• Collaborate with patient advocacy groups to educate market
• Bring together PCPs & specialists to cross-pollinate care ideas

• Primary Care Physician Habits:

• PCPs generally require less in-depth science than specialists
• Highlight franchise commitment & leadership to win credibility

Sr. No.	Topic	Slide No.
I.	Research Overview	Pg. 3
	Universe of Learning	Pg. 4
	Critical Areas of Analysis	Pg. 5
II.	Targeting	Pg. 6
III.	Launch Uptake	Pg. 29
IV.	Promotion and Messaging	Pg. 48
V.	PCP Habits	Pg. 69
VI.	Internal Organization Considerations	Pg. 83
VII.	About Best Practices, LLC	Pg. 104

• Summary of key insights – Targeting
• Employing super targeting for productivity
• Target tiering
• Cymbalta’s multiple targeting tactics to successfully enter a highly competitive market
• Sales effectiveness of super targeting tactics versus covering all targets within a full territory at launch
• Key insights from Januvia’s launch
• Message, target and timing coordination
• Ongoing target refinement
• Key criteria used to set individual sales force size
• Importance of educating and winning support from each market constituency in order to grow market
• Effective factors in re-defining the product’s core message at re-launch
• Identifying the right target group
• E-Sampling benefits
• Aligning education by PCP treatment priorities
• Targeting education by PCP diagnostic preferences/biases
• Tailoring education to the HCP target
• Segment differences
• Effient’s launch targeting, and sequencing failure
• Factors that help PCPs in recognizing target patient profile
• Doctors residing within a typical sales territory
• Consensus target per day by country type
• Critical roles of District Managers

• Summary of key insights - Launch uptake
• Timing of relationship building
• Timing of launch communications
• Byetta’s data-driven medical engagement strategy
• Cymbalta’s winning strategy for new method-of-action drugs to gain acceptance
• Byetta’s launch lessons for market-preparation and entry
• Collaboration with patient advocacy groups to educate market
• Januvia’s launch sequence
• Amylin and Lilly’s three-phase go-to-market strategy aimed at creating awareness amongst critical specialist physicians
• Creating synergistic effect to lift the larger PCP market
• Extending brand promise from specialty to primary care
• Effient’s launch sequence mis-steps
• Using digital analytics to inform faster corrections
• Byetta’s launch message cascade across four clinical cornerstones
• Effectiveness of early physician education and engagement activities that prove most helpful to market entry and success in a competitive marketplace
• Use of speaker programs to drive PCP awareness
• Importance of educating primary care physicians
• Cross-pollination of ideas during joint programs

• Summary of key insights - Promotion and messaging
• Building education programs to prepare for market-entry and growth
• Most effective education topics for healthcare providers in increasing pull-through
• Building market understanding and acceptance through physician education
• Targeting multiple segments
• Mapping and managing communication across the patient journey
• Percentage of the total patient initiatives spend for the franchise/brand invested in patients at
  each stage of their journey
• Effectiveness of various channels/media for delivering education programs to customers
• Using the complete market research toolkit to glean market insights
• Informing physicians about both the disease and the drug
• Key education and communication insights from Januvia’s launch
• Educating and informing the “Total Office Call” framework
• Parallel physician and staff relationships development
• Addressing coverage concerns
• Constructing clinic and institution archetypes to guide effective PCP interactions
• Using integrated Total-Office-Call performance metrics
• Selling messages per PCP sales call
• Accelerated use of virtual PCP engagement models owing to COVID-19
• Necessary digital resources to execute roles efficiently

• Summary of key insights - PCP habits
• Tailoring physician education approaches to reflect the backgrounds of the audience
• Highlighting franchise commitment and leadership to win credibility
• Defining target patient population / candidates for PCPs
• Winning physician's initial trial of a new product
• Habit disruption model to break through with reluctant physicians
• Impact of personal interactions
• Effectiveness of early physician education and engagement activities that prove most helpful to market entry and success in a competitive marketplace
• Targeting non-physician prescription writers
• Advantages of PCP e-sampling
• E-sampling for high-potential PCPs
• Effect of therapeutic area and market size on physician e-sampling sample volume
• Education initiatives for non-physician decision-makers

• Summary of key insights - Internal organization considerations
• Primary structure determining sales rep distribution
• Sales rep to District Manager target span of control
• District (first-line) managers to regional managers span of control
• Timing of sales force training prior to a new product launch
• Selling days in field
• Physician sales call frequency by country type
• Most important sales performance measures used when evaluating sales reps on administration skills
• Anatomy of how top performers get into phone favorites list
• Critical skills for primary care penetration
• Virtual training for rep development
• Average number of hours of launch training provided per District Manager and per sales representative in advance of a new product launch
• Ideal percentage of total pre-launch training that should be allocated to key launch training activities
• Effectiveness of various approaches to deliver launch training
• Use of iPads, zoom and other digital tools for effective presentations
• Januvia’s buzz creation among physicians
• Utilization ranking of social media activities to generate disease awareness
• Volume of District Manager launch training
• District Manager launch training curriculum topics
• Adjusting global training rollout to meet local requirements