Managing Market Planning for New Oncology Products

Industries Profiled:
Market Research; Manufacturing; Medical Device; Pharmaceutical; Financial Services; Service; Retail; Research; Computer Software; Diagnostic; Health Care; Transportation; Biotech; Clinical Research; Consulting; Biopharmaceutical; Distribution; Insurance; Hospitality; Telecommunications; Technology; Professional Services; High Tech; Automobile; Utilities; Energy; Consumer Products; Chemical; Medical; Electronics; Laboratories; Banking; Computers; Entertainment; Internet; Computer Hardware; Aerospace; Academic; Media; Communications; Education; Newspapers; Government; Shipping; Science; Office Supplies; Marketing; Office Equipment; Cable; Advertising; Non-Profit; Defense; Military; Diversified; Sports; Technology; Public Relations; Multiple; Logistics; Publishing; Real Estate; Construction; Architecture; Engineering; Aviation; Legal; Test Industry; Business; Orthopaedics


Companies Profiled:

Study Snapshot

This 13-slide Executive Presentation reveals how six leading pharmaceutical companies effectively manage market planning for oncology products during Phase II and Phase III clinical trials.

Drawn from primary interviews with oncology product managers, the study highlights the following key aspects of oncology product marketing:

• effective advisory board approaches used by benchmarking companies
• the three distinct approaches in registering and launching multiple targeted therapies 
• new clinical trial endpoints used by benchmarking companies
• critical factors that affect a product's ability to quickly reach peak sales

• 6 Information Graphics
• 2 Data Graphics
• 9 Manager or Executive Narratives
• 7 Metrics

Key Findings

Best Practices, LLC identified and profiled key findings that summarize how leading pharmaceutical companies effectively manage market planning for new oncology products.  From a survey and executive interviews, several key findings emerged. A sample of one key finding follows: 

• For oncology products, benchmark partner companies use significantly more research-focused thought leaders for advisory boards in early stages.  The advisory boards are usually comprised of seven to ten physicians, and companies increase the amount of meetings with them as launch nears.

• Benchmark Class
• Key Findings
• Thought Leader Mix for Advisory Boards
• Advisory Board Size and Structure
• Advisory Board Meeting & Frequency
• Advisory Board Objectives
• Registration and Launch Strategies
• Novel Clinical Endpoints
• Time to Peak Sales
• Lessons Learned