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Managing Hostile Stakeholders During the Launch of a Breakthrough New Medicine

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ID: PSM-380

Features:

107 Info Graphics

4 Data Graphics

80+ Metrics

76 Narratives

Pages: 127

Published: 2021

Delivery Format: Shipped

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STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

Launching a new breakthrough medicine is often like a double-edged sword for pharma companies. While some drugs go on to achieve blockbuster status owing to factors such as fulfilling an unmet need or first-mover advantage, other drugs face a hostile response from key stakeholder groups in instances where there is stigma or controversy associated with the condition or its treatment.

Considering the millions of dollars at stake during a new product launch, forward-looking pharma companies have developed rapid response teams to map and engage the full range of hostile stakeholder groups.

Best Practices, LLC engaged senior launch leadership from pharma companies and conducted extensive secondary research to identify effective strategies for managing hostile stakeholders during the launch of a breakthrough new medicine.

This report delves into key aspects, including: enabling rapid response to hostile issues, communication tactics to prevent issues and soften hostile voices, using science to defuse hostility and build the value story, working with various hostile stakeholder groups among KOLs and HCPs, activist groups, payers, pricing opposition groups, and patient advocacy groups during product launch.

Industries Profiled:
Pharmaceutical; Manufacturing; Biotech; Consumer Products; Diagnostic; Medical Device; Health Care

Companies Profiled:
Bayer; Boehringer Ingelheim; Eli Lilly and Company; Gilead Sciences; GlaxoSmithKline ; Johnson & Johnson; Merck; Pfizer; Roche; Sprout Pharmaceuticals

Study Snapshot

Best Practices, LLC engaged and examined front-line executives at 11 companies across 9 therapeutic areas to conduct this analysis on hostile stakeholders management.

Key topics covered in this report include:

Developing early warning systems and enabling rapid response to hostile actions issues
Communication practices that help prevent issues and soften hostile voices
Mapping and managing hostile groups across the market landscape
Using science to communicate data to defuse hostility and build the value story
Working with different hostile stakeholder groups

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

Fast-Response Structures: Pre-set roles, responsibilities, hierarchy, assignments, and procedures enable rapid response to hostile actions or issues.

Communicate Value Through Science: Use clinical data to build the value story through disease awareness, education campaigns & media kits - always with compliance in mind.

No Go Zones: Avoid engaging advocacy groups that provide services misaligned with your product but monitor them for potential conflicts.

Working with Pricing Opposition Groups: Employ a flexible discount strategy. Rather than lowering price, negotiate preferred discounts for public payers and key PBMs like Express Scripts.

Table of Contents

Sr. No.	Topic	Slide No.
I.	Universe of Learning	Pg. 3
II.	Leadership Best Practices	Pg. 5
III.	Developing Fast Response and Early Warning Systems	Pg. 14
IV.	Communication Practices that Help Prevent Issues and Soften Hostile Voices	Pg. 20
V.	Mapping & Managing Hostile Groups Across the Market Landscape	Pg. 35
VI.	Using Science to Communicate Data to Defuse Hostility and Build the Value Story	Pg. 45
VII.	Working with KOLs and HCPs	Pg. 52
VIII.	Working with Activist Groups	Pg. 58
IX.	Working with Payer Groups	Pg. 69
X.	Turning Citizens into Political Influencers	Pg. 80
XI.	Working with Pricing Opposition Groups	Pg. 88
XII.	Working with Patient Advocacy Groups	Pg. 101
XIII.	Winning Patients on Your Side	Pg. 119