Rituxan Case Study: Pre-Launch Communications to Change the Dominant Treatment Paradigm

Abstract

This case study reviews the strategy and tactics utilized by Genentech for the Rheumatoid Arthritis (RA) indicated product, Rituxan, to communicate with KOLs regarding a new mechanism of action treatment for moderate-to-severe RA. The company started by using advisory boards early to harvest insights and seed new ideas before turning to communication vehicles such as peer-to-peer discussions and seminars to redefine RA' s existing scientific model for the medical community. The approach created understanding and acceptance for Rituxan' s new mechanisms of action. Executives and managers can use this study to gain insights into the creation of messages that communicate how a product with a new MOA changes a dominate treatment paradigm.

• Market Entry Background
• Seeding New Ideas that Challenge Orthodoxy
• Early Advisory Boards to Generate Insights and New Ideas
• Engaging Thought Leaders to Refine Disease State Conceptual Model
• Pre-Launch Scientific Communications for KOLs
• Managing Expectations Pre-Launch and Post-Launch
• Lessons Learned

• Critically Examine the Scientific Rationale that Supports or Opposes the New Mechanism-of-Action Medicine.
• Use Peer-to-Peer Discussions to Extend Science Across the Market.

METHODOLOGY

The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research.

• Biotech

• Genentech