One year prior to launch of new (and much larger) secondary indication, we developed and implemented a comprehensive professional education plan.
Key challenges were wide-spread, off-label use that was driving adverse events and reputation of product as being difficult to use and unpredictable. An additional challenge was
an entirely new Brand Team recently put into place to launch the secondary indication.
Key initiatives developed and implemented:
Comprehensive product story and key message development
“Scalable” to meet increased demand
Standardized training curriculum to decrease incidence of adverse events, optimize patient outcomes, and leverage learnings from clinical experiences
Trainers meetings on standardized curriculum and patient demonstrations of injection technique
Advocate development and planning
Key opinion leader (KOL) profiling
Detailed KOL plan
Establish core group of Advisors to provide strategic counsel
The outcomes of these initiatives were:
Enhanced understanding of healthcare providers perceptions of the product
Decrease in communications about the product being difficult or unpredictable
Successful training program roll out—95% of Trainers attended and accepted standardized training curriculum and technique