An emerging pharma in Cambridge, MA, while undergoing Phase III clinical studies for their first commercial launch, wished to identify pharma company best practices prior to defining their own commercial program.   In order to identify specific best practices by functional area, over 30 Senior Pharma Experts (across commercial and related functions) were interviewed.

Specific recommendations, included

• Conduct rigorous patient journey including face-to-face interviews with stakeholders at each touch point
• Appropriately engage marketplace with meaningful disease awareness initiatives (e.g., unbranded website) in advance of product launch
• Innovative uses of virtual HTHs (meta-analyses) with similar patient profiles as competitors can effectively demonstrate value (although direct HTH generally viewed as ‘gold standard’)
• Digitally connect with patients to promote positive feedback loop between multiple stakeholders (e.g., coupon linked to opt-in survey linked to content, “soft diagnostic”)