Maximizing the Impact of Medical Affairs in Hematology Product Launches

Industries Profiled:
Pharmaceutical; Biotech; Chemical; Medical Device; Health Care; Biopharmaceutical; Clinical Research; Laboratories


Companies Profiled:
AbbVie; Celgene; Crescendo Bioscience; Curis; Daiichi Sankyo; Grifols; Orchard Therapeutics; Roche; Sandoz; Sanofi; Servier; Shire; Takeda Pharmaceuticals; Zydus Cadila

Study Snapshot

Best Practices, LLC engaged over 19 hematology Medical Affairs experts from 14 pharmaceutical and biotechnology companies in this research study through a benchmarking survey, interviews and a roundtable discussion.

Key topics covered in this report include:

• Hematology Launch Strategy and Work Plan
• Hematology Launch Timeline Overview
• Hematology Launch Resourcing
• Hematology Launch Enablers

• 1. Improve brand team collaboration through team leadership structures, clear roles and responsibilities and by enabling activity ownership structures.
• 2. Improve brand team alignment by deploying work timelines and increasing strategy transparency to 24 months before the launch.

• 1. Develop and deploy performance metrics.
• 2. Code and share best practices, work progress and critical information through a launch room (war room).
• 3. Put in place a feedback loop to leverage insights from the field to influence brand team’s activities.

Sr. No.	Topic	Slide No.
I.	Launch Strategy and Work Plan	7
	Medical Affairs Role and Activity Effectiveness	15
	Ensuring Cross-functional Alignment and Collaboration	20
	Adapting to Ongoing Changes in Medical Affairs Landscape	24
	Medical Affairs Leading vs. Supporting Brand Teams	29
II.	Launch Timeline Overview	32
	Launch Timeline Details	34
III.	Launch Resourcing	42
IV.	Launch Enablers	45
	Technology	45
	Launch Preparedness Metrics	49
	Critical Success Factors and Major Pitfall	54
V.	Appendix	59
	Medical Affairs Role and Activity Effectiveness	59
	Launch Timeline	66
	Glossary	71

• Structuring the hematology launch framework
• Laying the groundwork for Medical Affairs hematology launch excellence
• Understanding the hematology disease landscape
• Setting medical strategic imperatives: Hematology launch value pyramid
• Setting aspirational behaviors for key stakeholders
• Planning hematology stakeholder engagement
• Planning resourcing and facilitating cross-functional collaboration

• Growth in Medical Affairs’ role across multiple areas in hematology in recent years
• Lead and support role of Medical Affairs in hematology therapeutic area
• Medical Affairs’ effectiveness in hematology launch activities

• Collaboration with internal groups to ensure successful hematology launch
• Medical Affairs’ role in cross-functional teams
• Tactics to improve cross-functional collaboration and work alignment in hematology

• Medical Affairs’ focus area
• Change in Medical Affairs’ hematology launch role within the last 3 years – Research and data generation
• Change in Medical Affairs’ hematology launch role within the last 3 years – Data dissemination and communication
• Change in Medical Affairs’ hematology launch role within the last 3 years – Education and Organizational support

• Medical Affairs’ role in cross-functional hematology launch teams
• Drivers and benefits of leading/co-leading brand launch team in hematology

• Actual vs. ideal time to start hematology launch activities

• Hematology launch timeline – Planning and budgeting Medical Affairs work
• Hematology launch timeline – Building Medical Affairs team and deploying progress trackers
• Hematology launch timeline – Organizational support and data generation
• Hematology launch timeline – Education and advisory boards
• Hematology launch timeline – Leading internal communication and building medical data
• Hematology launch timeline – Publications and medical congresses
• Hematology launch timeline – Engaging key external stakeholders

• Hematology launch budget breakdown before and post launch
• Hematology staffing breakdown before and post launch

• Communication tools used by Medical Affairs to support hematology launch excellence and their relative popularity
• CRM and collaboration tools used by Medical Affairs to support hematology launch excellence and their relative popularity
• Content management and materials building tools used by Medical Affairs to support hematology launch excellence and their relative popularity

• Existence of hematology launch dashboard at benchmark companies and reported metrics usage by category type
• Potential hematology drug launch metrics (reported & Best Practices generated) – Strategy planning, project management, education and organizational support
• Potential hematology drug launch metrics (reported & Best Practices generated) – Communications and stakeholder engagement
• Potential hematology drug launch metrics (reported & Best Practices generated) – Stakeholder engagement

• Critical factors that drive successful hematology launches for Medical Affairs
• Six steps to a stronger Medical Affairs launch in hematology
• Major pitfalls for Medical Affairs during hematology launch
• Four pitfall areas in hematology launch

• Medical Affairs’ role in hematology launch planning and research activities
• Medical Affairs’ role in education, data dissemination and organizational support activities
• Effectiveness of launch research activities in hematology
• Effectiveness of education activities in hematology
• Effectiveness of communication and data dissemination activities in hematology
• Effectiveness of Medical Affairs organizational support activities
• Involvement of Medical Affairs in evidence generation and FBM related hematology launch activities
• Involvement of Medical Affairs in medical information and regulatory related hematology launch activities
• Involvement of Medical Affairs in HEOR and medical/scientific communication related hematology launch activities
• Involvement of Medical Affairs in independent medical education and external engagement/collaboration related hematology launch activities
• Glossary