Marketing Management Best Practices
Best Practices, LLC has conducted extensive research in the field of Marketing Management. Browse through and sample our published Marketing Management research in the topics below:
| |  | Implementation Support and Continuous Improvement of Pharmaceutical Market Segmentation
Design and deploy segmentation training programs to enhance implementation
effectiveness.
Interviewed managers observed that segmentation training is essential to the
implementation success of their overall marketing strategies. Two of the
benchmark companies have built a key module on customer segmentation into their
sales training programs. One company’s training program focuses on physicians
segmented by medical background, professional influence, treatment philosophy
and prescribing habits. Another training program covers broader segments that
include MCOs, pharmacists, Pharmacy Benefit Mangers (PBMs), long-term care,
hospitals and physicians. Benchmark partners use multiple formats – including
classroom learning and computer-based training – to enhance training
effectiveness ...
Medical Science Liaison Services Excellence: Providing Support for KOLs Throughout Product Lifecycle 
Non-members: Click here to review a complimentary excerpt from "Medical Science Liaison Services Excellence: Providing Support for KOLs Throughout Product Lifecycle"
STUDY OVERVIEW
As competition for the time and attention of key opinion leaders (KOLs) intensifies, pharmaceutical companies are increasingly turning to medical science liaisons to build and strengthen key relationships. This benchmarking research study explores best practices in the management of MSLs and their work with KOLs pre- and post-approval, capturing information about the strategies, structures, activities, tools, and tactics currently being used for this purpose.
Specifically, Best Practices, LLC conducted this study to identify valuable insights into MSL services structure as well as the roles and responsibilities of these services in relation to KOLs. The study offers powerful insights that MSL leaders will be able to use in the organization and deployment of MSLs. Additionally, this report provides information on how the roles of MSLs are evolving in the changing pharmaceutical environment.
Data presented in two segments: Total Benchmark Class and U.S.
KEY TOPICS
Changes in MSL services to KOLs
KOL Profiling
KOL Relationship Channels and Relationship Management
MSL Services Over Product Lifecycle
Best Practices and Key Performing Factors for MSLs
SAMPLE KEY METRICS
Changes that impact the way MSLs interact with KOLs
Ranking of most effective new technologies for serving KOLs
Rating importance of key channels for building strong working relationships with KOLs
Criteria most relevant for profiling a KOL's influence and impact
Frequency for MSLs providing various KOL services prior to drug approval
Frequency for MSLs providing various KOL services after drug approval
Best practices that inform the work and success of highest-performing MSLs
SAMPLE KEY FINDING
KOL Relationships Crucial : Insights from interviews and research range broadly from starting early to develop KOL relationships, seeding MSL resources early, committing to the Therapeutic Area to win influential investigators, and employing segmentation to identify and manage top KOLs and investigators.
Involve KOLs in Science to Create Ownership: Involve KOLs from Phase II onward. Get them to work with the compounds and oftentimes they will help you write the protocols and they will have a better understanding of its purpose.
METHODOLOGY
Thirty-five research Pharmaceutical and Medical Device executives from 30 companies participated in this project. The benchmark class, of global pharmaceutical and medical device companies, has been segmented into two classes based on geographic coverage (Total Benchmark and U.S. focus).
Medical Science Liaison Services Excellence in the Medical Device Sector: MSL Activities Across Key Customer Groups
Non-members: Click here to review a complimentary excerpt from " Medical Science Liaison Services Excellence in the Medical Device Sector: MSL Activities Across Key Customer Groups"
STUDY OVERVIEW
Medical Science Liaisons are the bridge between a company's science and critical stakeholders in the marketplace. Recently, the responsibilities and services of MSLs have drawn more attention from executives due to the changing industry environment. This study offers powerful insights that medical device leaders can use in the organization and deployment of MSLs. Additionally, this research provides information on how MSLs are targeting different customer bases and the oversight different companies provide to monitor their activities.
Specifically, Best Practices, LLC conducted this study to identify valuable services MSLs provide to diverse customer groups – physicians, patients, payers, policy makers and advocates. Medical device executives can use this study to identify areas of internal weakness, as they try to globally standardized their organization of MSLs. In addition, this benchmarking research study also explores best practices in the management of MSLs and their work with KOLs pre- and post-approval, capturing information about the strategies, structures, activities, tools, and tactics currently being used for this purpose.
KEY TOPICS
MSL Services and Payer Education and Support
MSL Services and Hospital/Health Care Access
MSL Services and Physician Education
MSL Services and Patient Education and Advocacy Support
MSL Activities Throughout Life Cycle
SAMPLE KEY METRICS
Ranking of most valuable MSL services when serving Medical Affairs, Clinical Development, Health Outcomes and Brand Team customers
Structures that work best to provide MSL services to Payer Services
Future internal groups emerging as valuable users of MSL support or services
MSL policy changes over the next 24 months
MSL service / interaction trends with different types of healthcare systems that may increasingly be homes to KOLs
Emerging educator groups within companies
Services provided by specialized educators
Frequency in which MSLs provide various KOL services prior to FDA approval of a drug
Frequency in which MSLs provide various KOL services after FDA approval of a drug
Ranking of most effective technologies serving KOLs
SAMPLE KEY FINDING
MSLs Expected to Work More Regularly with Other Internal Groups: Sales Reps and New Product Planning are the two groups that will be served most regularly (50% and 38%, respectively from survey). Surprisingly, 50% of companies say they do not serve Payer Services, but a number of companies said they have specially trained MSLs to serve this role. Those companies tout it as an important service.
Recognize Payers Groups Are Growing in Importance: The majority of respondents believe that managed care groups will be valuable users of MSL support services in the next two years. MSLs will need to understand how payer groups work and how best to serve internal constituents working with them. At present only about 25% of companies regularly support internal payer groups.
METHODOLOGY
Research participants included eight executives and managers from 8 different medical device companies. Three-quarters of this group currently work at the director level or above.
|
|