Develop an overarching medical education and publications strategy that supported first-generation product, while setting the stage for the second-generation product.
Worked with key player in oncology market to develop strategic publications plan for a supportive care product. Shortly after beginning work on product we were awarded the strategic publications account for second-generation product. The second-generation product was in Phase II development, and was beginning trial design for Phase III trials in the US.
Key initiatives developed and implemented:
Comprehensive product story and key message development
Strategic publications plan, including management of numerous abstract submissions and poster/oral presentations, as well as clinical trial results and secondary publications
Medical education initiatives to support market expansion
Advisory Board meetings
Clinical slide kit including regular updates as new data was published
Competitive intelligence including scientific reviews of competitors data presented at national association meetings, as well as counter-positioning document
The outcomes of these initiatives were:
Prolific data dissemination via published articles, abstract submissions and acceptances
Supported indication expansion and launch of follow-on indications in oncology and beyond
Changed the standard of care to second-generation product within 2 years of launch, and in 2007 estimated worldwide sales of $900M