Current Trends in the Biomedical Industry Series. Session 10 Marketing Practices for Product Launch October 31, 2007

Transcription

1 Current Trends in the Biomedical Industry Series Session 10 Marketing Practices for Product Launch October 31, 2007

2 Agenda: Marketing Practices at Launch Success Drivers The Physician Dynamic Role of Time Influencers of the Physician Sales Force The Patient Dynamic Programs that Deliver Results

3 Commercial Success Drivers A successfully approved NDA Trials that demonstrate the significant benefits of the product and performed by specialties that ultimately will be important in the commercial setting Evidence that the product is robustly manufactured Several well placed journal publications prior to launch Approved labeling that allows for product differentiation Focused and Targeted customer audience tiered by importance Systematic, multi-media delivery of differentiated messages to the audience

4 Rx Brand s Key to Prosperity PATIENT WHOLESALER NURSE PA THE PHYSICIAN RETAILER KEY OPINION LEADER MANAGED CARE

5 The Physician Marketers need to understand the doctor s Present behavior in the targeted disease How the doctor learns about new information What influences the doctor s decision making What motivates the doctor to change

6 The Factor of Time in Success

7 as an Example

8 Global Phenomenon

9 Influencers on the Physician Brand Adoption Regional and National Recognized Disease Experts Specialties Primary Care Academic Based Non-profit Based Private Office Based Frequently published on the topic Recognized investigators on clinical drug trials Engaged in National Association Groups

10 Marketing to Influencers (Key Opinion Leaders) Critical to build third party acceptance of Brand Can be done prior to launch, setting the brand knowledge at a higher level at launch Influencers are interested in working with the industry for reputation building, similar cause, and/or financial purposes Key vehicles of influence Clinical trial investigators Scientific Advisory Boards Publication strategy Presentations at National Meetings

11 Sales Force Role in Success Physicians learn the quality of new products at different rates Physicians have different levels of risk aversion for adoption of new products Sales Force detailing has an informative effect Cumulative details have a persuasive effect with diminishing impact once learning occurs Adoption of product is systematic following persuasion via a trial sample Patient feedback reinforces or dissuades future use

12 Impact on Sales Force Detailing

13 Survey 1 on Clinical Decision Making Consumerism 2 11% Clinical Decision Making Paternalism 3 14% Shared 4 75% 1 Survey of 1050 Physicians 2 MD let the patient make the decision 3 MD alone makes the decision 4 MD in concert with patient makes the decision

14 Summary of Key Points Commercial Success needs to be achieved within 3-5 months ( launch window ) The Physician is the central driver The Patient can not be ignored Product adoption Differentiated Product Message Sales force detailing physician with frequency and effectiveness. Patient oriented materials to engage patient in treatment Pre-launch via publication strategy and Key Opinion Leader (KOL) development

15 Examples of Activities to Achieve Success

16 Sales Force Priorities Ensure that the territory alignment optimizes the selected targets Need to fill a representative s territory with potential high volume Rx writers of product Need to make the total number of targets small enough to ensure maximum frequency Need to ensure that the potential value of territories is similar across team Ensure that the Incentive Compensation (IC) program is strategically aligned with company growth targets Need to align IC with culture of company Need to ensure that the high performers have incentives to go beyond target goal

17 Sales Force Territory Alignment

18 Sales Force Incentive Compensation

19 Sales Force Materials (Post Launch)

20 e-selling With or without representatives Selling messages Educational events

21 Patient Promotion (through the physician) Disease Target: Cystic Fibrosis Targeting patients years old

22 Patient Promotion (outside of Physician) Print and Television Advertising Goal: motivate patients to inquire about drug with their physician

23 Patient Promotion (outside Physician) Direct to Consumer print Campaign to promote smoking cessation and Zyban Also targeted Employers

24 Patient Promotion at Shopping Malls Unique Topical Combination Acne Product targeting Teenagers Materials given to Teenagers during visits to Shopping Malls.talk to your physician

25 Dinner Meeting: Post Launch

26 e-marketing Advair for Asthma Valtrex for Herpes Lipitor for cholesterol management Web sites leverages images from other media, provide info, and many times coupons

27 Publication Strategy (Pre-Launch) Phase 1 Build Acceptance for scientific data and get involvement of KOL s Launch Preclinical Article Original Clinical Articles Review Articles Journal Supplement Poster Presentations Annual Meeting Promotion

28 Journal Supplements

29 Annual Meeting Educational Materials

30 Poster Sessions at Meetings

31 Speaker Meetings with KOL s

32 Summary: Marketing at Launch It s critical to spend the time to properly align and provide incentive to sales force Any vehicle for a product message must be highly targeted to a known & desirable audience Media used can be diversified and limited only by the marketers imagination Physician and Patient audiences minimally need to be completely targeted with frequent messages to leverage the sales force investment

33 Thank You!