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Medical Affairs’ Role in Ensuring Excellence in Product Launch

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ID: POP-256

Features:

13 Info Graphics

24 Data Graphics

370+ Metrics

5 Narratives

13 Best Practices

Pages: 52

Published: Pre-2019

Delivery Format: Shipped

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STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

A successful product launch in today’s competitive and regulated marketplace is highly dependent on value-based and science-driven decision making. In such a scenario, the Medical Affairs function plays an important role beginning right from the pre-launch phase and extending well beyond the launch date.

Critical aspects that Medical Affairs leaders need to focus on during launch are early stage thought leader (TL) interaction, successful TL targeting, alignment of commercial training to demands of key stakeholders and launch resource management. Best Practices, LLC recently undertook this study to identify critical success factors for a strong Medical Affairs launch support. Research findings provide evidence based insights and metrics that will serve as a reference point for MA leaders to create value-based launch strategies.

NOTE: Survey responses are segmented on three criteria - Product’s Projected Peak Annual Revenue, Targeted Physicians and Product’s Launch Year.

Industries Profiled:
Biotech; Pharmaceutical; Consulting; Biopharmaceutical; Manufacturing; Consumer Products; Diagnostic; Medical Device; Health Care; Clinical Research; Laboratories

Companies Profiled:
Amgen; Insyght; Astellas; Incyte; Axon Pharma; Bayer; Baxter BioScience; Boehringer Ingelheim; Eisai; Insys Therapeutics; Jazz Pharmaceuticals; Janssen; Lundbeck; Medunik Canada; Merck; Merz Pharma; Onyx Pharmaceuticals; Pfizer; ProStrakan; Purdue Pharma; Sanofi; UCB Pharma; Upsher-Smith; Xenoport

Study Snapshot

Best Practices, LLC engaged 28 executives from 24 leading biopharmaceutical companies within mature markets. Segmentation analysis was key to examining trends and effective practices. Research analysts also conducted deep-dive interviews with 5 selected Medical Affairs executives- 4 VPs and 1 Sr. Medical Affairs Director.

Key Findings

Medical Affairs’ Role in Launch Activities: Medical Affairs is heavily involved in five launch activities within participating organizations: Scientific Publications, MSL Activities, Advisory Boards, TL identification and development.
Launch Investment: On average, total launch investment increased by 16% after launch within the benchmark class.

Table of Contents

Executive Summary pp. 3-11

Research Overview pp. 3
Participating Companies pp. 4
Key Recommendations pp. 5
Segments & Abbreviations pp. 6-7
Key Findings & Insights pp. 8-11
Research Segmentation pp. 12-15
MA’s Role in Launch Activities pp. 16-22
Thought Leader Tiering pp. 23-29
Thought Leader Targeting and MSL Coverage pp. 30-38
Launch Investment pp.39-43
MA Investment Allocation pp.44-48
Participant Demographics pp. 49-50

List of Charts & Exhibits

MA's Role in Launch and Pre-Launch Activities – Total Benchmark Class (TBC) and Segment Wise

Medical Affairs Role in Internal Product Launch Communication
Criteria used to segment thought leaders before and after launch or both periods – TBC and Segment Wise
Timing of Strategies Used for Thought-Leader (TL) Tiering
Case Example: Segmentation Process
Total Number of Thought Leaders targeted for the Product During Each Time Period
Total Number of MSLs Employed for the Product During Each Time Period
Total Number of Thought Leaders targeted per MSL for the Product During Each Time Period - TBC and Segment Wise
Medical Affairs Core Responsibilities for Product Launch
Total Launch Investment for the Product During Each Time Period
Total MA Launch Investment for the Product Supported During Each Time Period
Total and Global MA Launch Investment for the Product Supported During Each Time Period
Role of Payers and Patients
Percentage of Total Medical Affairs Launch Investment Allocated to Listed Medical Affairs Activities During Each Time Period
Launch Success Factors
Participants’ Geographic Span of Responsibility