Diabetes Product Launch: Prepping the Market Through Thought Leader Outreach

CHAPEL HILL, N.C., Nov. 5, 2010 /PRNewswire/ -- Marketing strategies that engage the influential scientific and medical thought leaders in a particular therapeutic area are critical to launching a successful product in today's crowded Diabetes marketplace.

According to a recently released report from Best Practices, LLC, "Educating the Marketplace to Support Successful Diabetes Product Launches" (click link to download a complimentary research excerpt), companies signaled Phase II as the kickoff point for most of their thought leader engagement efforts and services. However, some companies with strong pipelines and a long-standing commitment to Diabetes are initiating their thought leader services as early as pre-clinical research phases.

In this study, one interviewed Global Head of Clinical and Medical Services revealed: "If your product is being launched into a crowded marketplace like Diabetes, I would do one of two things: I would either go for 'the more noise the better' approach, or I would go for the 'let's make sure that the right key opinion leader is the first author [on the drug's merits] approach' – and then find out who the real influencers are."

With interviews and key insights drawn from 34 executives at 26 leading companies, including Abbott, AstraZeneca, Bayer, Eli Lilly, GlaxoSmithKline, Novartis and Novo Nordisk, this Best Practices, LLC benchmarking study identifies a wealth of strategies and proven tactics that help effectively educate the market to ensure successful Diabetes product launches.

The full 161-page report contains more than 475 benchmark metrics and scores of executive narratives that companies can use to compare their market education strategies with those of other leading benchmark organizations. Key topics of this primary research include:

  • Identification of key education tactics for thought leaders, physicians, patients, and payers
  • Identification of key timing for educational activities for KOLs, physicians, patients and payers
  • Assessment of key market education practices, including thought leader activities, CME, scientific publication strategy and tactics, patients and patient advocacy education, clinical trials & payer education
  • Description of critical market education pitfalls and future trends

To learn more about the study, download a complimentary summary at http://www.best-in-class.com/rr1027.htm.  

For more information, contact Cameron Tew, Executive Director of Research and Publishing at Best Practices, LLC at (919) 767-9246 or [email protected].

BEST PRACTICES, LLC conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC has been a leader in pharmaceutical research and consulting for more than 17 years; our clients include 48 out of the top 50 pharmaceutical companies.

SOURCE Best Practices, LLC