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Medical Affairs Launch Excellence
Medical Affairs Role at Launch in Medical Device Companies
Best Practices, LLC Strategic...
Page | 2
Table Of Contents
 Executive Summary pgs. 3-9
 Research Overview pg. 4
 Participating Companies pg. 5
 Key Re...
Page | 3
Research Objectives & Methodology
Field Research & Insight Development:
Fourteen survey responses from Medical A...
Page | 4
Benchmark Class:
Benchmark participants included global strategic marketing leaders supporting medical education ...
Page | 5
INTERACT WITH
TLs AT EARLY
STAGE
IDENTIFY TL
SEGMENTS
CLEARLY
 Medical Affairs groups must build strong communic...
Page | 6
To help distill the most precise and relevant insights, several data segments were used in this study.
Definition...
Page | 7
Key Findings & Insights: Medical Affairs Launch Support
Excellence
 Medical Affairs’ Role in Launch Activities: ...
Page | 8
86%
79%
67%
64%
62%
50%
46%
46%
43%
23%
14%
14%
14%
33%
29%
38%
36%
31%
23%
36%
54%
72%
7%
7%
14%
23%
31%
21%
23%...
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Q. Thought-leader Tiering: What criteria do you use to segment your thought leaders before and post-launch? (Plea...
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Managed
Market /
Formulary
Support
Thought
Leader
Mgmt.
Clinical
Trial
Support Scientific
Interaction
With
Payer...
Page | 11
Q. Contact Information: Please provide the following information.
% Respondents
Universe Of Learning: Insights D...
Page | 12
Best Practices®, LLC is an internationally recognized thought leader in the field of best practice
benchmarking®...
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Medical Affairs Role at Product Launch in Medical Device Companies

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The Medical affairs launch strategy focuses on clear guidance for commercial strategies, thought leader identification and engagement and launch resources management.

Best Practices, LLC undertook this study to identify the crucial success factors for a strong medical affairs launch and highlight strategies for thought leader targeting and communication. This study will serve as a benchmark for medical device companies in developing successful medical affairs launch strategies. It will also help companies to plan and effectively allocate Medical Affairs launch budgets.

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Medical Affairs Role at Product Launch in Medical Device Companies

  1. 1. Medical Affairs Launch Excellence Medical Affairs Role at Launch in Medical Device Companies Best Practices, LLC Strategic Benchmarking Research
  2. 2. Page | 2 Table Of Contents  Executive Summary pgs. 3-9  Research Overview pg. 4  Participating Companies pg. 5  Key Recommendations pg. 6  Abbreviations pg. 7  Key Findings & Insights pgs. 8-9  Benchmark Class Profile pgs. 10-13  Medical Affairs’ Role in Launch Activities pgs. 14-17  Thought Leader Tiering pgs. 18-21  Thought Leader Targeting and MSL Coverage pgs. 22-27  Launch Investment pgs. 28-31  Medical Affairs Investment Allocation pgs. 32-36  Participant Demographics pgs. 37-40  About Best Practices LLC pgs. 41-42
  3. 3. Page | 3 Research Objectives & Methodology Field Research & Insight Development: Fourteen survey responses from Medical Affairs leaders at 13 medical device companies across the globe. Additional deep-dive interviews with selected Medical Affairs executives. Provide Leading Insights on: • Identify critical success factors for a strong launch supported by Medical Affairs • Define strategies for Thought Leader targeting and communication Research Objectives: Illustrate Medical Affairs’ involvement in the launch process at leading Medical Device companies. Highlight strategies for effective thought-leader (TL) segmentation and relationship management Understand challenges in managing successful Medical Affairs launch support Identify industry drivers regarding new product commercialization Explore critical strategies for effectively allocating Medical Affairs launch budget Business Objective: This research delivers current data, insights and best practices from Medical Affairs leaders at top medical device companies. The benchmark data in this study will help companies better develop successful launch strategies.
  4. 4. Page | 4 Benchmark Class: Benchmark participants included global strategic marketing leaders supporting medical education at 13 companies. More than 70 percent of participation are seen at the level of VP /CEO/ Director and around a quarter of participants are managers. Universe of Learning: 13 Companies Participated In Study
  5. 5. Page | 5 INTERACT WITH TLs AT EARLY STAGE IDENTIFY TL SEGMENTS CLEARLY  Medical Affairs groups must build strong communication between key decision-makers and the commercial group for a successful launch. Three steps are important to guide product launch strategy:  Understand key decision-makers’ needs  Align commercial training to the demands of key decision-makers  Generate evidence-based and value-added data GUIDE COMMERCIAL STRATEGIES ACQUIRE RESOURCES & ALLOCATE EFFECTIVELY A successful launch requires deep involvement of Medical Affairs. Early stage Thought-Leader interaction, successful Thought-Leader targeting, clear Medical Affairs guidance for commercial and launch resource management are the four areas that Medical Affairs organizations must focus on during launch.  Interactions with Thought Leaders must start at the early stage of product development for a successful launch.  Medical Affairs must play a leading role in developing an effective information exchange between the company and key external decision- makers.  Medical Affairs must identify Thought Leader segments clearly to better address the needs of key decision-makers.  Thought-Leader segmentation should be flexible and adjusted to changing demands of the healthcare market.  Strong Medical Affairs organizations acquire enough resources for their activities.  Successful launch requires Medical Affairs organizations to be flexible in their budget allocation and to be able to adjust their budgeting according to changing needs. Key Findings For Medical Affairs and Its Launch Role
  6. 6. Page | 6 To help distill the most precise and relevant insights, several data segments were used in this study. Definitions of these data segments, as well as other research terms and acronyms used throughout this research, are provided below. Acronyms Used In This Study MedEd: Medical Education MSL: Medical Science Liaison TL: Thought Leader TLM: Thought Leader Management MA: Medical Affairs TA: Therapeutic Areas Abbreviations Used:
  7. 7. Page | 7 Key Findings & Insights: Medical Affairs Launch Support Excellence  Medical Affairs’ Role in Launch Activities: Medical Affairs is heavily involved in five launch activities within participating organizations: Scientific Publications, MSL Activities, Advisory Boards, Thought- Leader identification and development and Speaker Training. More than 60 percent of medical device companies are involved in these top 5 activities.  Thought-Leader Tiering: More than 75 percent of the benchmark class use five criteria while segmenting their TLs in the pre-launch stage: Regional Diversity, Therapeutic Area, Product Types, TLs’ Experience, & TLs’ Expertise. Few of the key findings and insights that emerged from this study:
  8. 8. Page | 8 86% 79% 67% 64% 62% 50% 46% 46% 43% 23% 14% 14% 14% 33% 29% 38% 36% 31% 23% 36% 54% 72% 7% 7% 14% 23% 31% 21% 23% 14% Scientific publications MSL activites Advisory board support Thought-leader identification and development Speaker training Investigator and site identification Real world data generation and analysis Protocol design Study/Site support and trouble shooting Clinical research conduct Continuing medical educaion Lead Support None Plan to Participate in the Next 12 Months Q. Medical Affairs' Role: Please identify Medical Affairs' role in each of the following activities that take place during launch and pre-launch phases. % Respondents Medical Affairs’ Role The Medical Affairs function plays a lead role in several activities, but most often in Scientific Publications and MSL activities. Other leadership roles occur with Advisory Boards, Thought-Leader identification and Speaker Training. N=12-14 Medical Affairs Leads 6 of 11 Medical-Focused Launch Activities at Medical Device Companies
  9. 9. Page | 9 Q. Thought-leader Tiering: What criteria do you use to segment your thought leaders before and post-launch? (Please check all that apply for each time period.) % Respondents Thought-Leader Tiering Thought-Leader Tiering Often Takes Place During Pre-launch Periods At Medical Device Companies More than 75 percent of participants use five criteria for Thought-Leader tiering during pre-launch periods. These top five activities used are: Regional diversity, Therapeutic Area, Product type, TLs’ Experience, and TLs’ Expertise. Around a quarter of companies also use these activities during pre- and post-launch periods. N=10-12 80% 80% 75% 75% 75% 67% 64% 58% 55% 46% 8% 9% 25% 18% 36% 20% 20% 25% 25% 25% 25% 27% 17% 27% 18% Regional diversity Therapeutic area Product type Thought leaders' expertise Thought leaders' experience Depth of company's relationship with thought leader Thought leader's patient demographic Behavioral segmentation Thought leaders' influence network Thought leaders' scientific publications Only Pre-Launch Only Post-Launch Both
  10. 10. Page | 10 Managed Market / Formulary Support Thought Leader Mgmt. Clinical Trial Support Scientific Interaction With Payers and Providers Product Lifecycle Planning Support Sales and Marketing Support Core Responsibilities Skill: Partner with commercial and R&D colleagues Skill: Familiarity with commercialization process and market dynamics Skill: Strong knowledge and experience about health outcomes Skill: Strong communication capabilities Skill: Strong scientific and technical skills Skill: Operate effectively under strict regulations *Source: Building Best-In-Class Capabilities In Medical Affairs – 2012 . Choosing capable talent and building the right field-based medical team competencies are critical to create a successful Medical Affairs function. Acquiring The Right Talent Is Crucial For A Strong MSL Team
  11. 11. Page | 11 Q. Contact Information: Please provide the following information. % Respondents Universe Of Learning: Insights Drawn from Medical Device Experts This research features insights from a wide range of leaders from the medical industry. Seventy-one percent of the participants at the level of director or CEO and 28 percent of participants are managers. N=14 Participant’s Job Title Director/ Sr. Director/ Deputy Director 36% Vice President/ SVP/CEO/CMO 36% Manager/ Head 28%
  12. 12. Page | 12 Best Practices®, LLC is an internationally recognized thought leader in the field of best practice benchmarking®. We are a research, consulting, benchmark database, publishing and advisory firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by leveraging the best business practices, operating tactics and winning strategies of world-class companies. 6350 Quadrangle Drive, Suite 200 Chapel Hill, NC 27517 (Phone): 919-403-0251 www.best-in-class.com Learn More About Our Company:

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