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Best Practices, LLC Strategic Benchmarking Research
Medical Affairs’ Role in Ensuring
Excellence in Product Launch
1
Table of Contents
 Executive Summary pp. 3-11
 Research Overview pp. 3
 Participating Companies pp. 4
 Key Recommendat...
Field Research & Insight Development:
Twenty Nine survey responses from Medical Affairs leaders
at 24 biopharmaceutical c...
Universe of Learning: Research Participants from 2014-2015 Study
This study engaged 28 executives from 24 leading life sci...
We analyzed Three Main Segments in the Research
We created three segments from the data we collected from our survey.
N=19...
Segments and Abbreviations
6
Abbreviations:
• FBMT: Field-Based Medical Team
• MA: Medical Affairs
• MedEd: Medical Educat...
Implications for Pharma:
 Medical Affairs is leading TL Activities and plays a key role between companies and decision
ma...
Majority Say MA Leads 6 out of 11 Launch Activities
MA leads two launch activities for 93% of the benchmark class: Scienti...
Case Example: Segment ‘TLs’ by Level of Influence before Evaluations
Segmentation Process
“Most of these physicians that w...
38%
38%
24%
Geographic Span – Benchmark Class
Global (Including U.S.) U.S. only Other
Others: Canada, Nordics, U.S. and Ca...
About Best Practices, LLC
11
Best Practices®, LLC is an internationally recognized thought leader in the field of best practice
benchmarking®. We are a...
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Role of Medical Affairs in Ensuring Excellence in Product Launch

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A successful launch requires deep involvement of Medical Affairs. Early stage TL interaction, successful TL targeting and clear MA guidance to commercial and launch resource management are the four areas that MA organizations must focus on during launch.

Best Practices, LLC conducted this study to identify critical success factors for a strong Medical Affairs launch support and to define strategies for Thought Leader targeting and communication. This study delivers current data, insights and best practices from Medical Affairs leaders at top bio-pharmaceutical companies. The benchmark data in this study will help companies find better ways to develop successful launch strategies.

Download Full Report: http://bit.ly/2dg0xwW

Published in: Marketing
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Role of Medical Affairs in Ensuring Excellence in Product Launch

  1. 1. Best Practices, LLC Strategic Benchmarking Research Medical Affairs’ Role in Ensuring Excellence in Product Launch 1
  2. 2. 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  About Best Practices, LLC pp. 51-52 2
  3. 3. Field Research & Insight Development: Twenty Nine survey responses from Medical Affairs leaders at 24 biopharmaceutical companies within mature markets. This report captures insights on top biopharmaceutical companies. We based segmentation on three areas: Product’s Projected Peak Annual Revenue, Targeted Physicians and Product’s Launch Year. Additional deep-dive interviews with 5 selected Medical Affairs executives- 4 VPs and 1 Sr. Medical Affairs Director. Provide Leading Insights on: • Identify critical success factors for a strong Medical Affairs launch support • Define strategies for TL targeting and communication Research Objectives & Methodology Research Objectives:  Illustrate how Medical Affairs is involved in the launch process in leading Pharma and Biotech 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 allocating Medical Affairs launch budget effectively Business Objective: This research delivers current data, insights and best practices from Medical Affairs leaders at top biopharmaceutical companies. The benchmark data in this study will help companies find better ways to develop successful launch strategies. 3
  4. 4. Universe of Learning: Research Participants from 2014-2015 Study This study engaged 28 executives from 24 leading life sciences companies. Segmentation analysis was key to examining trends and effective practices. We created segments based on three criteria: Projected Peak Annual Revenue of the product, Targeted Physicians for the product, Launch Year of the product. Benchmark Class 4
  5. 5. We analyzed Three Main Segments in the Research We created three segments from the data we collected from our survey. N=19-28 Segmentation Projected Peak Annual Revenue – Based Segmentation Targeted Physicians – Based Segmentation Launch Year – Based Segmentation High Revenue Expectation: ≥ $1B Medium Revenue Expectation: Btw. $500M and $1B Low Revenue Expectation: ≤ $500M Both Primary and Specialty Care Areas Multiple Specialty Care Areas Single Specialty Care Area Launch Year < 2012 Launch Year ≥ 2012 5
  6. 6. Segments and Abbreviations 6 Abbreviations: • FBMT: Field-Based Medical Team • MA: Medical Affairs • MedEd: Medical Education • MedCom: Medical Communications • MSL: Medical Science Liaison • TA: Therapeutic Areas • TBC: Total Benchmark Class • TL: Thought Leader • TLM: Thought Leader Management
  7. 7. Implications for Pharma:  Medical Affairs is leading TL Activities and plays a key role between companies and decision makers during launch process. This requires companies to create strong MSL teams, acquire the right talent and provide effective training.  Medical Affairs also plays a critical role in internal education and guiding commercial strategies regarding products. This provides MA leaders with the opportunity to convey the needs of key decision makers, thus companies to improve their products. 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, TL identification and development.  Projected Peak Annual Revenue Segment: Higher percent of MA participants lead Continuing Medical Education for products with lower revenue expectation.  In addition, all of the sub-segments lead MSL Activities during launch process.  Targeted Physicians Segment: While 78% of the participants said that MA leads TL Identification and Development for single specialty products, this ratio is about 90% for multiple specialty and both primary and specialty care products.  However, a higher percentage of participants lead Continuing Medical Education and Real World Data Generation & Analysis within the single specialty products segment.  Launch Year Segment: MA is taking more leadership responsibility in three areas for products that launched after 2012: Advisory Boards, TL Identification & Development and Continuing Medical Education. 7
  8. 8. Majority Say MA Leads 6 out of 11 Launch Activities MA leads two launch activities for 93% of the benchmark class: Scientific Publications and MSL Activities. In addition, the MA function is either leading or supporting Advisory Boards, TL Activities and Investigator & Site Identification in all participant companies. N=27 Medical Affairs' Role: Please identify Medical Affairs’ role in each of the following activities that take place during launch and pre-launch phases. 93% 93% 86% 86% 61% 57% 41% 39% 37% 26% 22% 7% 14% 14% 21% 21% 59% 57% 44% 63% 59% 7% 7% 7% 4% 4% 4% 11% 14% 4% 15% 7% 15% Scientific publications MSL activites Advisory boards TL identification & development Continuing medical educaion Real world data generation & analysis Investigator and site identification Speaker training Protocol design Study/Site support & trouble shooting Clinical research conduct MA's Role in Launch Activities – Total Benchmark Class (TBC) Lead Support Plan to Participate in the Next 12 Months None % Respondents 8
  9. 9. Case Example: Segment ‘TLs’ by Level of Influence before Evaluations Segmentation Process “Most of these physicians that we call ‘Thought Leaders’ are really just important physicians, not TLs with national influence. “I have found it valuable to segment them into ‘Thought Leaders’ and ‘Practice Leaders.’ You deal with them differently and measure the quality of the interactions differently. You can delineate it further with segments for ‘Regional Practice Leaders,’ ‘National Practice Leaders,’ and ‘Average Doctors,’ which is the vast majority of physicians. “You should not evaluate them the same because they serve different functions.” — Interviewed VP, Medical Affairs (Company A) Evaluating MSL/TL interactions is difficult for Medical Affairs leaders. One reason is that “TLs” are not a homogenous entity. An interviewed VP segments “Thought Leaders” by their level of influence to facilitate evaluation. Segment Define Compress / Expand Populate Assign Segment your “TLs by level of influence Define/ describe each segment in a way that’s relevant to your organization and your product Compress or expand number of segments, depending upon specialties within a given therapeutic area Populate each segment with selected physicians Assign selected physicians to staff members responsible for interaction
  10. 10. 38% 38% 24% Geographic Span – Benchmark Class Global (Including U.S.) U.S. only Other Others: Canada, Nordics, U.S. and Canada, U.S. Only and Western Europe. N=28 Seventy six percent of the participants’ Medical Affairs organizations are responsible for two geographic regions: Global (including U.S.) or U.S. only. Geographic Span: What is the geographic span of responsibility that you have in Medical Affairs at your company? (Choose all that apply.) Majority of the Participants Have Either a Global or U.S. Only Role % Respondents 10
  11. 11. About Best Practices, LLC 11
  12. 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: 12

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