Abstract
STUDY OVERVIEW
This case study reviews the strategy and tactics utilized by Genentech for the
Rheumatoid Arthritis (RA) indicated product, Rituxan, to communicate with KOLs
regarding a new mechanism of action treatment for moderate-to-severe RA. The
company started by using advisory boards early to harvest insights and seed
new ideas before turning to communication vehicles such as peer-to-peer
discussions and seminars to redefine RA' s existing scientific model for the
medical community. The approach created understanding and acceptance for
Rituxan' s new mechanisms of action. Executives and managers can use this study
to gain insights into the creation of messages that communicate how a product
with a new MOA changes a dominate treatment paradigm.
KEY TOPICS
- Market Entry Background
- Seeding New Ideas that Challenge Orthodoxy
- Early Advisory Boards to Generate Insights and New Ideas
- Engaging Thought Leaders to Refine Disease State Conceptual Model
- Pre-Launch Scientific Communications for KOLs
- Managing Expectations Pre-Launch and Post-Launch
- Lessons Learned
SAMPLE LESSON LEARNED
- Critically Examine the Scientific Rationale that Supports or Opposes the
New Mechanism-of-Action Medicine.
- Use Peer-to-Peer Discussions to Extend Science Across the Market.
METHODOLOGY
The data for this case study was collected utilizing primary research via
executive interviews and supplemental secondary research.
Industries Profiled:
Companies Profiled:
Table of Contents
RITUXAN MARKET-ENTRY BACKGROUND
- Rituxan Business Challenges
- Rituxan Timeline
- Rituxan/Rheumatoid Arthritis Background
MARKET-ENTRY SUCCESS DRIVERS
- Seeding New Ideas that Challenge Orthodoxy
- Examining Scientific Rationale
- Early Advisory Boards
- New Thinking on Disease State Progression
- Engaging Thought Leaders
- Computer Simulation Example
- Using Advisory Boards
- Early Articulation
- Incite Scientific Discussion
- Pre-Launch Scientific Communications
- B-Cell Dinners
- Seminars and Congresses
- Pre-Launch Engagement
- Pre-Launch Expectations
- Post-Launch Expectations
LESSONS LEARNED
- Blue Print for Market-Entry Success
- Lessons Learned Drawn from Rituxan
APPENDIX
- Rheumatoid Arthritis Biologic Treatment Options
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