Case Study: Tarceva market access pre- to post-launch

The task

Create receptive local markets for the product, a new lung cancer drug in pre-launch phase
Communicate Tarceva key messages and data to teams of oncologists, specialist oncology nurses and pharmacists and identify local barriers to its use at launch and post-launch in run-up to NICE guidance

Our solution

Develop a programme of eight pre-launch, regional advisory group meetings
Develop a launch roadshow meeting series where physicians could act as advocates for Tarceva
Develop post-launch meetings, both regional and national, to reinforce brand messages and cultivate local advocates

The result

Ways to overcome local issues and potential blocks for Tarceva were identified pre-launch
Key information was channelled to the sales teams to be successfully implemented on the ground throughout launch
Overexceeding sales targets attributed directly to meetings

Going beyond

Client verdict: 'We have been able to see clear impact of the meetings on regional sales… we experienced a 50% higher than expected result'