CBI’s Annual Forum on Oncology Commercialization Strategies

Jan. 21, 2010-Jan. 22, 2010
The Loews Hotel
Philadelphia, PA,
www.cbinet.com/show_conference.cfm?confCode=PC10108&field=summary

Description:

CBI’s Annual Forum on Oncology Commercialization Strategies

Darius Naigamwalla, Global Practice Area Leader, and Tom Luginbill, Vice President, both of the Brand Management Practice, will present a pre-conference workshop on strategies and best practices for strategically managing an oncology product launch. Also, Tony Lanzone, Vice President, Managed Markets Practice, will moderate a payer panel discussion on the evolving pricing, reimbursement, and access landscape for oncology products.

Abstract:

Blueprints For Exceptional Product Launch: Developing Comprehensive Commercial Plans to Support Successful Oncology Product Launches

Oncology is one of the most highly competitive and complex therapeutic areas given the number of products on the market and the number of compounds in development. While launch is one of the most critical times for any pharmaceutical or biotech product, it is particularly essential for oncology marketers to “get it right” the first time.

The makings of a successful launch start years before a product ever hits the market. During the 24 to 36 months leading up to a launch, product planners and marketing leaders must systematically develop commercial plans that maximize their product’s commercial viability. In addition, they must ensure that the logistical aspects of the launch are managed expertly and in coordination with one another. Conducting such a complex array of strategic and tactical preparations can be extremely challenging and mistakes can be costly. However, best practices for launch have been developed to guide the process from start to finish.

This interactive workshop provides a comprehensive understanding of each stage of commercial planning, identifies the key deliverables at each stage, and suggests strategies for managing the logistics of an oncology launch. In addition, the workshop features an interactive working session during which delegates collaborate to determine the timing of each commercial planning and logistics-related activity during this critical phase of an oncology product’s lifecycle. The group benefits from key learnings obtained from the presenters who have supported many product launches, including several in the past year.

Key Questions to be Addressed:

How do we determine the significance and timing of commercial planning activities?
Why is launch critical?
How does launch planning differ for small versus larger organizations?
How do we ensure functional areas are collaborating throughout the launch?
What are best practices for managing launch logistics?

Workshop Topics:

I. Developing a Blueprint for Managing New Oncology Product Commercial Development

Recognizing the significance of each stage of the product lifecycle from early stage commercial planning through launch
Conducting a commercial opportunity assessment while laying the foundation for a successful launch

II. Defining Key Deliverables and Activities at Each Stage of Development

Determining the functional areas responsible for completing each activity and how they must work together

III. Managing the Logistics of an Oncology Launch

Identifying and managing the internal functions that play some part in launch including Marketing, Sales, Medical Affairs, Manufacturing, Trade, Distribution, and others
Developing work plans for each critical function and/or sub-team that have launch-related responsibilities, including all required launch activities
Creating a tracking tool or “launch playbook” for brand managers to use in order to oversee and track the activities of the various players prior to, during, and after launch
Developing tactics for keeping senior management informed along the way, including critical report templates or “flash reports”

The Evolving Pricing, Reimbursement, and Access Environment for Oncology Products: Implications and Strategies for Commercialization

The pricing, reimbursement, and access environment for oncology products is changing and commercial and government payers are implementing new management approaches that will impact the market opportunity for many oncology products. Historically, oncology products were left untouched by managed care, and oncologists had relative assurance that products they chose for their patients would be accessible and reimbursed. However, in today’s environment, payers are taking a much closer look when making important reimbursement and coverage decisions and oncologists are faced with an increasingly complex access environment to navigate on behalf of their patients. Therefore, it is important that manufacturers of oncology products understand the evolving landscape, the implications for stakeholders, and are able to develop comprehensive pricing, reimbursement, and access strategies for their products.

Identify and discuss core dynamics that impact oncology pricing, access, and reimbursement in various sites of care
Highlight some recent examples of changes in commercial managed care and Medicare that have impacted oncology brands
Discuss how the pricing, reimbursement, and access environment is changing for oncology products
- How are state and Medicare coverage policies impacting access?
- How might Clinical Pathways and Pay-for-Performance initiatives affect physician behavior?
- What are the most influential stakeholder groups and how do they differ for physician-administered vs. pharmacy-adjudicated oncology agents?