medical science liaisons in oncology (2016)

MEDICAL SCIENCELIAISONS INONCOLOGY (2016)

M A R C H , 2 0 1 6

P R E V I E W O F

REPORT OVERVIEW

HOW YOU CAN USE THIS REPORT

Biopharmaceutical research companies efforts to bring new, more effective treatments to market represent the world’s best hopes to provide oncologists with the drugs needed to give cancer patients longer, healthier lives and reduce the burden of the disease on society. To garner awareness, interest, and trial for any of oncological medications in development in the highly competitive US cancer drug market, biopharmaceutical manufacturers must develop sales/ information strategies that best serve oncologists’ needs. These strategies will certainly employ Medical Science Liaisons (MSLs) in addition to traditional sales representatives. ISR’s Medical Science Liaison in Oncology offers insights into how oncologists engage with 20 biopharmaceutical manufacturer’s MSLs. This report contains critical knowledge on how manufacturers can best engage oncologists in a drug’s story.

153 PAGES

20 COMPANIES

Introduction

SMARTER QUESTIONS SMARTER ANSWERS

MAJOR SECTIONS:1. Access to Oncologists

2. MSL Performance

3. The MSL Interaction Experience

4. Information Strategies

5. Study Data

Full list of companies included on next page.

• Understand how US oncologists want to be engaged

• Learn which sales and marketing mix matches with what oncologists expect

• Discover the traits of the best MSLs, and which biopharmaceutical firms field MSLs exceed or fail to meet oncologists’ expectations

• Uncover what type of interactions oncologists view as appropriate and effective boundaries not to cross when engaging with an oncologist.

• Pinpoint the information oncologists find most valuable and the best sales channels for delivering specific types of data/ information

D A T A C O L L E C T I O N I N Q 1 , 2 0 1 6

3 0 - M I N U T E W E B - B A S E D

S U R V E Y

1 0 1 R E S P O N D E N T S F R O M U S , E U R O P E ,

A N D A S I A

http://isrreports.com

COMPANIES INCLUDED

ATTRIBUTES MEASURED

AbbVie

Amgen

Astellas

AstraZeneca

Bayer

Bristol-Myers Squibb

Celgene

Eisai

Eli Lilly

GSK

Incyte

Johnson & Johnson

Merck & Co.

Novartis

Otsuka

Pfizer

Pharmacyclics

Roche

Sanofi

Takeda

Introduction


KNOWLEDGE FACTORS• Knowledge of science• Knowledge of the current clinical trial

environment• Knowledge of the regulatory

environment• Knowledge of the reimbursement

environment• Knowledge of what drives success in

your practice

SERVICE FACTORS• Being responsive to your needs• Creating value for your practice• Delivering great service• Putting your needs first• Treating you as a peer/ partner in

patient care

each company is evaluated

based on 10 CRITICAL ATTRIBUTES

data are included for all 20

manufacturers, but companies

with more than 10

performance evaluations

(bold) receive a full profile

Companies listed bold have been reviewed by 10 or more respondents. These providers have in-depth performance analysis.


Introduction


STUDY FINDINGS

14www.ISRreports.com ©2016 Medical Science Liaisons in Oncology (2016)

Restrictions on DetailingThe restrictions oncology practices/ organizations place on MSLs and sales reps do not appear to be overly burdensome� Many practices/ organizations require MSLs to set-up an appointment (52%) or restrict the duration/ number/ location of meetings (31%)�

Sales reps are substantially more likely to face restrictions on offering meals, gifts, or financial benefits to oncologists and the practice (27%) than MSLs, who, by definition, serve as scientific or disease state experts for oncologists� It is worth noting that one-in-ten (10%) oncology practices/ organizations require MSLs to demonstrate a non-sales agenda in order to gain access to oncologists�

Please describe any and all restrictions your practice/ organization has regarding the interactions with MSLs (Medical Science Liaisons). (Base=29, restrictions on MSL detailing in place)

Please describe any and all restrictions your practice/ organization has regarding the interactions with pharmaceutical sales representatives. (Base=49, restrictions on sales rep detailing in place)

MEDICAL SCIENCE LIAISONS IN ONCOLOGY (2016) 16

Restrictions on Detailing The restrictions oncology practices/ organizations place on MSLs and sales reps do not appear to be overly burdensome. Many practices/ organizations require MSLs to set-up an appointment (52%) or restrict the duration/ number/ location of meetings (31%). Sales reps are substantially more likely to face restrictions on offering meals, gifts, or financial benefits to oncologists and the practice (27%) than MSLs, who, by definition, serve as scientific or disease state experts for oncologists. It is worth noting that one-in-ten (10%) oncology practices/ organizations require MSLs to demonstrate a non-sales agenda in order to gain access to oncologists. Please describe any and all restrictions your practice/ organization has regarding the interactions with MSLs (Medical Science Liaisons). (Base=29, restrictions on MSL detailing in place) Please describe any and all restrictions your practice/ organization has regarding the interactions with pharmaceutical sales representatives. (Base=49, restrictions on sales rep detailing in place)

2%

2%

16%

27%

33%

22%

3%

7%

10%

31%

52%

0% 20% 40% 60%

Cannot see reps but can see MSLs

Can only receive samples

Seeing reps/MSLs is permitted but isdiscouraged by practice management

No meals, gifts, financial benefit to oncologistor practice

MSL must demonstrate/ have a non-salesagenda

Restricted to specific duration/ Number ofmeetings per week or month/ Location in

practice

Must set-up an appointment

% of Respondents

MSLs

Sales Reps

© Industry Standard Research

This is an enterprise-wide license and this file is not to be distributed beyond the terms of this agreement. For information on the license holder, please contact ISR ([email protected]).

S A M P L E P A G E :

OPPORTUNITIES FOR ACCESS

ISR knows oncologists must manage their time wisely to treat patients, manage their business, and learn about new medications. In this report, ISR establishes the level of restrictions oncologists place between themselves and MSLs/ Pharmaceutical sales representatives. Data on visit recency and duration are also described. ISR also looks at oncologists preferred sales channel for receiving information about first-in-class medications, novel MOAs, and follow-on oncology products.

C L O S E R L O O K

Understand the various types of restrictions MSLs will face, from requirements to set up meeting times, to restrictions on duration and number of meetings, to the need to demonstrate a non-sales agenda

Learn more in the full report: www.ISRreports.com

STUDY FINDINGS


Restrictions on DetailingThe restrictions oncology practices/ organizations place on MSLs and sales reps do not appear to be overly burdensome� Many practices/ organizations require MSLs to set-up an appointment (52%) or restrict the duration/ number/ location of meetings (31%)�

Sales reps are substantially more likely to face restrictions on offering meals, gifts, or financial benefits to oncologists and the practice (27%) than MSLs, who, by definition, serve as scientific or disease state experts for oncologists� It is worth noting that one-in-ten (10%) oncology practices/ organizations require MSLs to demonstrate a non-sales agenda in order to gain access to oncologists�

Please describe any and all restrictions your practice/ organization has regarding the interactions with MSLs (Medical Science Liaisons). (Base=29, restrictions on MSL detailing in place)

Please describe any and all restrictions your practice/ organization has regarding the interactions with pharmaceutical sales representatives. (Base=49, restrictions on sales rep detailing in place)

MEDICAL SCIENCE LIAISONS IN ONCOLOGY (2016) 16

Restrictions on Detailing The restrictions oncology practices/ organizations place on MSLs and sales reps do not appear to be overly burdensome. Many practices/ organizations require MSLs to set-up an appointment (52%) or restrict the duration/ number/ location of meetings (31%). Sales reps are substantially more likely to face restrictions on offering meals, gifts, or financial benefits to oncologists and the practice (27%) than MSLs, who, by definition, serve as scientific or disease state experts for oncologists. It is worth noting that one-in-ten (10%) oncology practices/ organizations require MSLs to demonstrate a non-sales agenda in order to gain access to oncologists. Please describe any and all restrictions your practice/ organization has regarding the interactions with MSLs (Medical Science Liaisons). (Base=29, restrictions on MSL detailing in place) Please describe any and all restrictions your practice/ organization has regarding the interactions with pharmaceutical sales representatives. (Base=49, restrictions on sales rep detailing in place)

2%

2%

16%

27%

33%

22%

3%

7%

10%

31%

52%

0% 20% 40% 60%

Cannot see reps but can see MSLs

Can only receive samples

Seeing reps/MSLs is permitted but isdiscouraged by practice management

No meals, gifts, financial benefit to oncologistor practice

MSL must demonstrate/ have a non-salesagenda

Restricted to specific duration/ Number ofmeetings per week or month/ Location in

practice

Must set-up an appointment

% of Respondents

MSLs

Sales Reps




Introduction


STUDY FINDINGS


Preferred MSL TraitsA strong theme throughout this research is the oncologist’s view of an MSL as an expert resource for current and future patient treatment options� When asked about the one trait an MSL should have, oncologists want MSLs to be well-versed in how their manufacturer’s products fit into the disease state (29%, top choice)� Secondarily, MSLs must have a knowledge of ongoing and upcoming clinical trials�

Medical Science Liaisons (MSLs) are peer-level personnel whose main job is not to sell a product but rather to foster scientific and medical discussion and be a point of reference for disease education and management. With that in mind, which three traits would you most want an MSL to have? Please select 3. (Base=101)

Again, which one trait would you most want to an MSL to have? Select only one. (Base=101)

MEDICALSCIENCELIAISONSINONCOLOGY(2016) 19

Preferred MSL Traits A strong theme throughout this research is the oncologist’s view of an MSL as an expert resource for current and future patient treatment options. When asked about the one trait an MSL should have, oncologists want MSLs to be well-versed in how their manufacturer’s products fit into the disease state (29%, top choice). Secondarily, MSLs must have a knowledge of ongoing and upcoming clinical trials. Medical Science Liaisons (MSLs) are peer-level personnel whose main job is not to sell a product but rather to foster scientific and medical discussion and be a point of reference for disease education and management. With that in mind, which three traits would you most want an MSL to have? Please select 3. (Base=101) Again, which one trait would you most want to an MSL to have? Select only one. (Base=101)

17%

18%

19%

31%

25%

27%

33%

41%

47%

45%

2%

3%

5%

5%

8%

8%

12%

13%

16%

29%

0% 20% 40% 60%

Ability to gather and present KOL opinions

A broad and deep professional network, which you can leverage

High degree of knowledge around product pricing and reimbursement/ formulary

placements

Excellent communication skills; not only knowing what to say but how to say it

Knowledge of and solutions for patient-centric care, e.g. adherence, disease

education, treatment paradigms

Excellent analytical thinking skills

Expertise in separating "the signal from the noise" in order to provide relevant and

valuable information

Scientific knowledge of the mechanism of action (MOA) and the unique benefits and

risks of a single product

Knowledge of currently enrolling or upcoming clinical trials

Solid understanding of how a product fits into an overall disease-state approach

including competitive product knowledge

% of Respondents

Top Choice

Select 3



S A M P L E P A G E :

PREFERRED MSL TRAITSISR’s research shows that the oncologists view an MSL as an expert resource for current and future patient treatment options. The Medical Science Liaison in Oncology report asked oncologists to identify the single most important trait MSLs must possess to establish a working relationship with an oncologist.

The full data are available in the report, which can be downloaded from www.ISRreports.com.

D A T A I N F U L L R E P O R T

D A T A I N F U L L R E P O R T


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