Pharmaceutical and biotech companies realize the importance of educating the marketplace to improve the likelihood of a successful launch of their new products. As payers’ influence in the marketplace has grown, so has the importance of effective payer education tactics – no more so than in the oncology therapeutic area where therapies can cost $10,000 a month or more. This Best Practices®, LLC study provides benchmarks around timing of payer-oriented market education and effective education tactics for payers.

1. Shaping the Marketplace to Support
Successful Oncology Product Launches:
Tactics for Educating KOLs, Physicians,
Patients and Payers
%
Strategic Benchmarking Research, Analysis & Recommendations
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2. Research Objective and Methodology
This study explores best practices in educating, informing and preparing the
marketplace for new products – through Physician, Patient, and Payer education,
publications, advocacy and communication strategies.
Study Objective & Methodology Key Study Objectives
This field research and benchmarking •Identify key education tactics for
study probed the broad array of medical thought leaders, physicians, patients,
education and marketing practices and payers
conducted two to three years prior to
•Assess key market-education
launch that best inform and shape the
practices, including thought leader
marketplace. services, MedEd, scientific
A quantitative survey harvested current publications, patient advocacy &
education, clinical trials & payer
best practices and emerging trends in
education
educating the marketplace to support
successful product launches. In addition, •Identify key timing factors &
deep-dive executive interviews were education mix
conducted with selected participants to
provide qualitative insights and emerging •Describe critical market entry pitfalls
trends. and future trends
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3. Universe of Learning: 26 Companies Engaged
Research participants included 34 executives and managers from 26
leading pharmaceutical, biotech and medical device companies.
Participating Companies
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4. 10 Steps To Excellence: Key Themes from Market Education Research
Brand, medical and market education leaders describe various best practices for
educating and shaping the market for new bio-pharma products. These practices can be
distilled into 10 key areas that articulate a blueprint for market education excellence.
10. Allocate 1. Develop
Market Ed Mix To Integrated
“I think it's going to
“I think it's going to
Reflect T.A. & Continuous boil down to being
boil down to being
Competitive Thought Leader 2. Manage able to actually
9. Orchestrate able to actually
Med Ed Timing Landscape Strategies Clinical Trials To
Win Highly identify by individual
identify by individual
To Reach Right
Constituencies Regarded customer what
Investigators &
customer what
At Right Times channel they want
TLs channel they want
8. Use PR & New
MARKET information from and
3. Data Disclosures information from and
Technologies For EDUCATION Inform Medical how you're going to
Leveraged Reach to Community of Your
how you're going to
Patients, Physicians, EXCELLENCE Progress & reach them most
reach them most
& Payers Commitment efficiently, and almost
efficiently, and almost
7. Start Payer 4. Communicate going through aa
going through
Education Early; Clinical Science decision tree that
Focus On Cost
decision tree that
Thru Journals & looks at effectiveness
& Health 6. Inform 5. Use Multi- Congresses looks at effectiveness
Outcomes Patients Thru Channel Med. and cost . .. ...”
and cost ..”
Education & Ed. To Inform -Senior Vice President, Marketing
Advocacy Group Health Care -Senior Vice President, Marketing
Collaborations Providers
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5. Start Early With Thought Leader Education & Services
Thought leaders are the bellwethers of market direction. They help companies understand where
therapeutic guidelines and practices are headed; they influence how practicing physicians respond to
new therapies. Not surprisingly, the largest response groups signaled Phase II as the kickoff to most
thought leader services. Some companies with robust pipelines and deep-standing commitment to their
therapeutic areas start thought leader services as early as pre-clinical research phases.
Q6. Developing Thought Leaders: Please check when you should start each activity for
educating thought leaders.
Total Benchmark
Class
Engaging
Thought
Providing Communicating
Developing Leaders &
Medical Critical
Integrated Conducting Key
Science Information and
Thought Leader Advisory Boards Investigators
Liaison Sharing Research
Strategies in Clinical
Services Insights
Trial Protocol
Development
Pre-Clinical 6% 18% 3% 18% 12%
Phase I 15% 12% 12% 24% 9%
Phase II 41% 26% 6% 47% 29%
Phase III-3 Years 21% 24% 15% 6% 26%
Phase III-2 Years 15% 6% 21% 3% 12%
Phase III-1 Year 3% 12% 32% 0% 6%
NDA thru Launch Year 0% 3% 12% 3% 6%
(n=34)
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6. Get KOLs In at Phase II to Create Ownership
If your compound doesn’t have a novel MOA or it’s not a first-in-class, it can be difficult to bring KOLs into
your development program. One approach is to get the KOL involved in the planning of the development
program so that they develop a feeling of ownership for the program.
“You have to let them think they're designing
“You have to let them think they're designing
the development program. So you involve
the development program. So you involve
them from Phase IIIIonward and they help you
them from Phase onward and they help you
write the protocols, and by the time they've
write the protocols, and by the time they've
gone through that, it's their baby just as much as
gone through that, it's their baby just as much as
ititis yours” ––Global Head of Clinical and Medical
is yours” Global Head of Clinical and Medical
Services
Services
“We’d let doctors have raw substance samples so that they could get their Ph.D. students
“We’d let doctors have raw substance samples so that they could get their Ph.D. students
playing with ititand some of the pre-clinical publications would come out from their own labs.
playing with and some of the pre-clinical publications would come out from their own labs.
We control that quite tightly, but other companies I Iworked with used to use that as aaway of
We control that quite tightly, but other companies worked with used to use that as way of
engaging key opinion leaders and generating extra useful data. It really got the guys
engaging key opinion leaders and generating extra useful data. It really got the guys
involved. They could play with ititin their own hands and do what they want with ititand design
involved. They could play with in their own hands and do what they want with and design
some of their own studies. That really gave them aafeeling of ownership. ” ”
some of their own studies. That really gave them feeling of ownership.
––Global Head of Clinical and Medical Services
Global Head of Clinical and Medical Services
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7. Investigator Segmentation Systems Help Tailor Outreach
Segment investigators to understand their motivations and objectives and to
fine-tune your recruitment and relationship plan to reflect investigator
motivation profile.
Physician Motivation Segments
“It’s not clear that each investigator
Drug is just one segment. There is a
Develop- predominant motivation and a
ers second and third motivation.
Science Business
Motivated Minded Money is not usually the primary
Healers driver. They don’t want to go
bankrupt. When you ask them, they
Thought Career tell you money is third or fourth
Leaders Climbers level of importance.”
Publishers -- Senior Director, Clinical Operations,
Pharmaceutical Company
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8. Early Access Programs Common in Oncology
One Top 10 pharma company said it only provides Early Access Programs (EAP) for life-
threatening conditions, which leads to EAPs mostly in oncology.
Benefits of EAPs
Benefits of EAPs “I think in all specialty areas the level of
experimentation is high, but in oncology
Provide potentially life-saving
Provide potentially life-saving it's taken to a much higher level. They
therapies to patients not participating in
therapies to patients not participating in will put every patient into some kind of
pivotal trials
pivotal trials study, because drugs tend to come to
Provide physicians with direct positive
Provide physicians with direct positive market very quickly with the new drugs,
experience of their patients who benefit which means that all the details are not
experience of their patients who benefit
worked out. It will have been tested in
from therapy
from therapy one population, but maybe the doctor
Provide physicians with additional
Provide physicians with additional thinks it could be of benefit in another
experience with different patients who
experience with different patients who population or a slightly different way of
differ from overall trial group
differ from overall trial group
use or whatever. There's a huge amount
of patients in the oncology area that are
Provide insights that may reveal
Provide insights that may reveal in some kind of clinical trial or another.”
additional marketplace potential for
additional marketplace potential for – Global Head of Clinical and Medical
therapy
therapy Services
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9. Oncology Publishing Strategies Rely on Key Congresses & Journals
The Oncology segment places highest importance on publishing clinical research in
primary journals, appearing at critical congresses and to a lesser degree on some
online scientific publications. Similar to the multi-therapeutic area benchmark class,
secondary journals and events are important.
Q15. Please rate the importance of publishing your clinical results in various channels:
Total Benchmark Class Oncology Segment
Highly Important Important Highly Important Important
Major Congresses or Events (Int'l/Nat'l) 83% 13% Primary Journal 80% 20%
Major Congresses or Events
Primary Journal 83% 17% 70% 30%
(Int’l/Nat’l)
Online Scientific Publications 17% 47% Online Scientific Publications 20% 30%
Secondary Journals 10% 72% Alternative Media 10% 30%
Alternative Media 4% 25% Internet Self-publication 10%10%
Minor Congresses or Events (Regional 79% Minor Congresses or Events (Regional
4% 0% 89%
/Local) /Local)
Internet Self-publication 3% 17% Secondary Journals 0% 90%
(n=31) (n=11)
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10. One Study = Five Publications
Publish multiple articles from one study to give marketing multiple presentation points and to inform
healthcare professionals across a broad spectrum. Field research reveals publishing productivity
improvements exist across therapeutic areas – including Diabetes and Oncology.
Erbitux Explores Multiple Factors in Its Clinical Trials
– Resulting in Many Publishing Opportunities. “So I have always used as a rule of
Link to studies thumb that an expectation that I have
is I want five publications from each
study at a minimum, and that's
primary, secondary, different data
sets, subpopulations. For the [a
diabetes blockbuster] program we
were able to do seven for each study.
They typically look at the secondary
data and things as, ‘Oh, that's not
interesting, it's not exciting.’ But it's
the bread and butter because that's
what's going to keep feeding the
promotional machine.”
– Senior VP Commercial With
Diabetes Franchise
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11. Benchmark Start Periods: MedEd Ramps Up in Phase II & Latter Phase III
Across the multi-therapeutic area benchmark class, critical market educating activities usually start
between Phase II and early Phase III. Some companies start notably earlier than others. The “start
periods” most frequently noted are circled in red for each market education activity.
Q8. Educating Physicians: Please check when you should start each activity for educating
physicians.
Pre- Phase Phase NDA thru
Phase III-
Total Benchmark Class Clinica Phase I Phase II III-3 III-2 Launch
1 Year
l Years Years Year
Presentations at Medical Congresses 3% 12% 41% 21% 9% 15% 0%
Employing Integrated Publishing Strategies 6% 18% 24% 32% 12% 9% 0%
Communicating & Disseminating Clinical Trial Results 0% 15% 33% 21% 15% 12% 3%
Conducting Clinical Trials 9% 29% 32% 18% 0% 9% 3%
Conducting Investigator Initiated Trials 0% 6% 13% 19% 6% 23% 32%
Utilizing New Technologies/Social Media for Physicians
0% 0% 6% 18% 12% 42% 21%
Education
Using Pre-Launch Public Relations Campaigns to
0% 3% 21% 6% 30% 21% 18%
Communicate Clinical Trials Info
Utilizing Speaker Programs & Training 0% 3% 6% 12% 6% 29% 44%
Developing Internet-Based Education Strategies 0% 0% 12% 9% 15% 39% 24%
Sponsoring CME Grants to Educate Physicians 0% 0% 6% 18% 18% 32% 26%
Conducting Quality/Economics Studies Meeting 0% 9% 9% 36% 21% 12% 12%
Announcing Trade/Brand Name 0% 6% 6% 12% 12% 21% 42%
Announcing Generic Name 3% 27% 27% 15% 15% 6% 6%
(n=34)
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12. Integrate PR and Advocacy with Right Message
While it makes strategic sense to marry a public relations campaign with collaborative
work you’re doing with an advocacy group, it needs to be done carefully. Steer clear of
branded messages and focus on a therapeutic area and disease state information.
“You have to focus on the level of
“You have to focus on the level of
“Typically it's integrated from aaPR
“Typically it's integrated from PR
unmet need, and then building off of
perspective and an advocacy unmet need, and then building off of
perspective and an advocacy the unmet need then you talk about
perspective, so you're going to work the unmet need then you talk about
perspective, so you're going to work emerging areas or targets or
with the right type of patient emerging areas or targets or
with the right type of patient programs that are addressing that and
advocacy groups and your public programs that are addressing that and
advocacy groups and your public
relations campaign to build the right it's done in aabalanced but strategic
it's done in balanced but strategic
relations campaign to build the right
type of messages and disseminate manner.” ––Senior Vice President,
manner.” Senior Vice President,
type of messages and disseminate Commercial
Commercial
them.” ––Senior Vice President,
them.” Senior Vice President,
Commercial
Commercial
y
Tac a teg
tics Str
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13. Meet Payers Early to Educate and Win Acceptance
Meet with all the marketplace players well in advance of a product launch to educate and
to map out the landscape you’ll have to traverse in order to get to the most appropriate
tier in the managed markets.
www.ehcca.com/presentations/medicarecongress3/precon_2c.ppt
“You've got to get out in
“You've got to get out in
the marketplace and let
the marketplace and let
your retail pharmacies
your retail pharmacies
know, your health plans
know, your health plans
know that this is coming.
know that this is coming.
You don't want to surprise
You don't want to surprise
them, and you want to
them, and you want to
work with them to make
work with them to make
sure it's included in either
sure it's included in either
tier one or tier two on
tier one or tier two on
their formulary. And ififititis
their formulary. And is
a tier three, it's a tier three
a tier three, it's a tier three
at a reasonable co-pay.”
at a reasonable co-pay.”
– Executive Director,
– Executive Director,
Commercial
Commercial
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14. Best Practices & Lessons Learned: KOLs & Timing
Benchmark partners shared their best practices and key lessons learned regarding
market education for successful new product launches. Beginning education early and
involving Key Opinion Leaders (KOLs) are top practice areas.
Use KOLS Wisely & Often
“KOL development, support and integration are key.”
“Have the KOLs 'own' the content.”
“Use KOLs where possible.”
“KOL management and thought leader engagement needs to be
early – to partner through the highs and lows of development.”
Begin Early . . .
“Obtain early input from all parties, including payers and patients,
not just investigators and prescribers.”
“You can NEVER start too early.”
“Engage payers early.”
“Educate early; at least one year prior to launch.”
. . . However
“Have a detailed plan and be cautious spending too much money too soon.”
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15. About Best Practices, LLC
Best Practices, LLC is a research and consulting firm that 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
6350 Quadrangle Drive, Suite 200,
Chapel Hill, NC 27517
www.best-in-class.com
Telephone: 919-403-0251
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