Byetta Case Study: Using Medical Education as a Springboard for Product Launch : Market Research Report

Byetta Case Study: Using Medical Education as a Springboard for Product Launch

Published by: Best Practices, LLC

Published: Aug. 1, 2008 - 34 Pages

BYETTA CASE STUDY: USING MEDICAL EDUCATION AS A SPRINGBOARD FOR PRODUCT LAUNCH

BACKGROUND

Byetta Commercialization Timeline

Byetta 2005-2007: The Evolving Product Profile

Byetta’s Fit within the Diabetes Continuum of Care

Disease State Evolution Creates Byetta Market-Entry Window

Growth in Patients Not Achieving Glucose Target Creates

Market-Entry Window

Successful Launch But Not Yet Blockbuster Status

LAUNCH CHALLENGES

Science, Efficacy & Safety Were Launch Strategy Cornerstones

MARKET ENTRY SUCCESS DRIVERS

Beta Cell Functioning & Improvement Became “Branding”

Focus for Medical Education

Byetta’s Integrated Messaging was Critical to Launch Success

Message Cascade Started with Clear Scientific Focus

Broadcast Message Sequence to Select Targets in Carefully

Orchestrated Cascade

Byetta’s Future Fit within the Diabetes Continuum of Care

Message Dissemination: 2005 Post Launch Strategy

Medical Education through Speaker Programs Was Key

Voices from the Field: Amylin Commentaries about Its Key

Marketing Programs

Message Dissemination: Education Extended to Patient Advocacy

DTC Campaign Held Until Med Ed Campaigns Completed

Plan For & Actively Manage Predictable Relationship

Stress among Co-Promotion Partners

Culture & Work Style Differences Can Create Conflict

Among Partners

Future Competition on Other Compounds Can Create

Tension among Partners

Turnover on One Team Can Create Tension for the Other Partner

Marketing Strategy Differences Can Create Conflict

LESSONS LEARNED

Drawn from Byetta

Product Launch Creates Locus for Industry Challenges

ABOUT BEST PRACTICES, LLC

Abstract

STUDY OVERVIEW This case study reviews the strategy and tactics utilized by Amylin and Eli Lilly for the type II diabetes product Byetta/exenatide to educate the market on a new mechanism of action that directly treated the core defect behind type II diabetes. By carefully building messages around scientific innovation and integrating safety, efficacy and benefit into them as well, Byetta was positioned for a successful launch. These message elements were delivered from pre

launch to post

launch to a carefully orchestrated cascade of thought leaders, specialists and primary care physicians. Executives and managers can use this research to gain insights into methods for using medical education to set the stage for a successful launch of products with new MOA.

KEY TOPICS

Market Entry Background
Integrating Science, Efficacy and Safety as Pre
Launch Message Cornerstones
Message Timing and Sequences for Selected Groups
Building Education through Speaker Programs
Managing Relationship Stresses Among Co
Promotion Partners
Lessons Learned

KEY METRICS

Lifecycle Timeline
Launch Investment Breakdown

METHODOLOGY

The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research.

INDUSTRIES PROFILED:

Phamaceutical

COMPANIES PROFILED:

Amylin; Eli Lilly

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Byetta Case Study: Using Medical Education as a Springboard for Product Launch

Table of Contents

Abstract