Pharmaceutical Speaker Programs - Measuring ROI and Communicating Value

Table of Contents

Executive Summary

Adapting Speaker Programs to New Regulation through Innovation

• Study Methodology
• Study Definitions
• Profiled Companies
• Five Key Findings and Recommendations

Speaker Programs Management

• Speaker Programs Structure
• Recruiting, Selecting, and Contracting Speakers
• Speaker Training
• Monitoring and Communicating with Speakers
• Speaker Bureau Management Systems

Ensuring Effective Speaker Programs

• Choosing the Types of Speaker Events and the Best Times to Maximize Program Value
• Driving Speaker Program Attendance
• Gathering and Incorporating Audience Feedback
• Tracking and Improving Speaker Programs ROI
• Speaker Programs Costs
• Communicating the Value of Speaker Programs to Outside Agencies

The Future of Speaker Programs

• Prevalence of New Media
• Managing Speaker Programs in the Current Compliance Environment
• Effect of State Legislation on Speaker Programs
• Compensating Speakers in an Increasingly Strict Environment

Speaker Programs Resource Allocation and Outsourcing Strategy

• Staffing Levels for Speaker Programs Departments
• Budget Benchmarks for Speaker Programs Departments
• Outsourcing Speaker Programs Activities

Appendix A

CHARTS AND GRAPHICS

Executive Summary

• Figure E.1: Rating the Best Drivers of Attendance

Speaker Programs Management

• Figure 1.1: Breakdown of Speaker Programs Structure for All Pharmaceutical Companies

• Speaker Programs Structure
• Figure 1.2: Breakdown of Speaker Programs Structure for Medical Device Companies
• Figure 1.3: Breakdown of Speaker Programs Structure by Company Type
• Figure 1.4: Reporting Relationships and Company Interactions for Speaker Programs
• Figure 1.5: Ranking of Recruitment Tool Effectiveness on a Scale of 1 to 10

• Recruiting, Selecting, and Contracting Speakers
• Figure 1.6: Rating Challenges Facing Pharmaceutical Speaker Programs on a Scale of 1 to 10
• Figure 1.7: Process for Incorporating a Physician into the Speaker Bureau

• Speaker Training
• Figure 1.8: Average Hours of New Speaker Training by Company
• Figure 1.9: Hours of New Speaker Training per Pharmaceutical Company
• Figure 1.10: New Speaker Training per Medical Device Company
• Figure 1.11: Compensation Methods for Speaker Training by Company Type

• Speaker Bureau Management Systems
• Figure 1.12: Percentage of Pharmaceutical Companies with Annual Compensation Caps for Speakers by Company Type
• Figure 1.13: Average Annual Speaker Compensation Caps by Company Type
• Figure 1.14: Annual Speaker Compensation Cap by Pharmaceutical Company
• Figure 1.15: Breakdown of Aggregate Compensation Caps by Company Type
• Figure 1.16: Specific Functions with Compensation Caps at Companies Without Companywide Caps

Ensuring Effective Speaker Programs

• Figure 2.1: Rating Challenges Facing Pharmaceutical Speaker Programs
• Figure 2.2: Rating Challenges Facing Medical Device Speaker Programs

• Choosing the Types of Speaker Events and the Best Times to Maximize Program Value
• Figure 2.3: Stage in Brand' s Lifecycle When Speaker Programs Begin
• Figure 2.4: Stage in Brand' s Lifecycle When Speaker Programs are Most Effective
• Figure 2.5: Effectiveness of Speaker Programs, by Type (on a Scale of 1-10)
• Figure 2.6: Percentage of Each Type of Speaker Program by Company Type
• Figure 2.7: Best Time to Conduct Each Type of Speaker Program
• Figure 2.8: Typical Length of Each Type of Speaker Program in Hours
• Figure 2.9: Rating the Best Drivers of Attendance

• Driving Speaker Program Attendance
• Figure 2.10: Average Attendance Levels for Live Speaker Programs in Urban Areas
• Figure 2.11: Average Attendance Levels for Live Speaker Programs in Suburban Areas
• Figure 2.12: Average Attendance Levels for Live Speaker Programs in Rural Areas
• Figure 2.13: Average Attendance Levels for Interactive Webcast Speaker Programs in Urban Areas
• Figure 2.14: Average Attendance Levels for Interactive Webcast Speaker Programs in Suburban Areas
• Figure 2.15: Average Attendance Levels for Interactive Webcast Speaker Programs in Rural Areas
• Figure 2.16: Average Attendance Levels for One-way Webcast Speaker Programs in Urban Areas
• Figure 2.17: Average Attendance Levels for One-way Webcast Speaker Programs in Suburban Areas
• Figure 2.18: Average Attendance Levels for One-way Webcast Speaker Programs in Rural Areas
• Figure 2.19: Average Attendance Levels for Teleconference Speaker Programs in Urban Areas
• Figure 2.20: Average Attendance Levels for Teleconference Speaker Programs in Suburban Areas
• Figure 2.21: Average Attendance Levels for Teleconference Speaker Programs in Rural Areas
• Figure 2.22: Average Attendance Levels for Live Speaker Programs in Urban Areas (Medical Devices)
• Figure 2.23: Average Attendance Levels for Live Speaker Programs in Suburban Areas (Medical Devices)
• Figure 2.24: Average Attendance Levels for Live Speaker Programs in Rural Areas (Medical Devices)
• Figure 2.25: Average Attendance Levels for Interactive Webcast Speaker Programs in Urban Areas (Medical Devices)
• Figure 2.26: Average Attendance Levels for Interactive Webcast Speaker Programs in Suburban Areas (Medical Devices)
• Figure 2.27: Average Attendance Levels for Interactive Webcast Speaker Programs in Rural Areas (Medical Devices)

• Speaker Programs Costs
• Figure 2.28: Average Cost per Live Speaker Program by Setting
• Figure 2.29: Average Cost per One-Way Webcast by Setting
• Figure 2.30: Average Cost per Interactive Webcast by Setting
• Figure 2.31: Average Cost per Teleconference by Setting
• Figure 2.32: Average Cost for Urban Speaker Programs by Event Type
• Figure 2.33: Average Cost for Suburban Speaker Programs by Event Type
• Figure 2.34: Average Cost for Rural Speaker Programs by Event Type
• Figure 2.35: Average per Attendee Cost for Live Speaker Programs in Urban Areas
• Figure 2.36: Average per Attendee Cost for Live Speaker Programs in Suburban Areas
• Figure 2.37: Average per Attendee Cost for Live Speaker Programs in Rural Areas
• Figure 2.38: Average per Attendee Cost for Interactive Webcast Speaker Programs in Urban Areas
• Figure 2.39: Average per Attendee Cost for Interactive Webcast Speaker Programs in Suburban Areas
• Figure 2.40: Average per Attendee Cost for Interactive Webcast Speaker Programs in Rural Areas
• Figure 2.41: Average per Attendee Cost for One-way Webcast Speaker Programs in Urban Areas
• Figure 2.42: Average per Attendee Cost for One-way Webcast Speaker Programs in Suburban Areas
• Figure 2.43: Average per Attendee Cost for One-way Webcast Speaker Programs in Rural Areas
• Figure 2.44: Average per Attendee Cost for Teleconference Speaker Programs in Urban Areas
• Figure 2.45: Average per Attendee Cost for Teleconference Speaker Programs in Suburban Areas
• Figure 2.46: Average per Attendee Cost for Teleconference Speaker Programs in Rural Areas
• Figure 2.47: Average per Attendee Cost for Live Speaker Programs in Urban Areas (Medical Devices)
• Figure 2.48: Average per Attendee Cost for Live Speaker Programs in Suburban Areas (Medical Devices)
• Figure 2.49: Average per Attendee Cost for Live Speaker Programs in Rural Areas (Medical Devices)
• Figure 2.50: Average per Attendee Cost for Interactive Webcast Speaker Programs in Urban Areas (Medical Devices)
• Figure 2.51: Average per Attendee Cost for Interactive Webcast Speaker Programs in Suburban Areas (Medical Devices)
• Figure 2.52: Average per Attendee Cost for Interactive Webcast Speaker Programs in Rural Areas (Medical Devices)

• Figure 3.1: Change in Speaker Program Effectiveness over the Last 3-5 Years

• Prevalence of New Media
• Figure 3.2: Overall Percentage of Companies Utilizing Each Type of Speaker Program
• Figure 3.3: Average Percentage of Pharmaceutical Companies Conducting the Following Types of Speaker Programs
• Figure 3.4: Percentage of Small Companies Conducting the Following Types of Speaker Programs
• Figure 3.5: Percentage of Mid-size Companies Conducting the Following Types of Speaker Programs
• Figure 3.6: Percentage of Large Companies Conducting the Following Types of Speaker Programs
• Figure 3.7: Percentage of Biotech Companies Conducting the Following Types of Speaker Programs
• Figure 3.8: Percentage of Medical Device Companies Conducting the Following Types of Speaker Programs
• Figure 3.9: Effectiveness of Speaker Programs, by Type (on a Scale of 1-10)

• Managing Speaker Programs in the Current Compliance Environment
• Figure 3.10: Status of State-Level Pharmaceutical Marketing Legislation
• Figure 3.11: States That Have Not Discussed Pharmaceutical Marketing Legislation in the Past 3-5 Years
• Figure 3.12: States That Have Proposed Pharmaceutical Marketing Legislation in the Past 3-5 Years
• Figure 3.13: States That Have Passed Legislation Affecting Pharmaceutical Marketing

• Effect of State Legislation on Speaker Programs
• Figure 3.14: Speaker Program Challenges (on a Scale of 1 to 10)

• Compensating Speakers in an Increasingly Strict Environment
• Figure 3.15: Compensation Methods by Company Type
• Figure 3.16: Compensation Methods: Pharma Average
• Figure 3.17: Compensation Methods: Medical Device
• Figure 3.18: Average Total Compensation for Live Speaker Programs by Company Type
• Figure 3.19: Total Compensation Range for Live Speaker Programs by Company Type
• Figure 3.20: Average Total Compensation for Virtual Speaker Programs by Company Type
• Figure 3.21: Total Compensation Range for Virtual Speaker Programs by Company Type

Speaker Programs Resource Allocation and Outsourcing Strategy

• Figure 4.1: Average Number of Speaker Programs Conducted Annually by Company Type
• Figure 4.2: Average Number of Speakers in the Speaker Bureau by Company Type
• Figure 4.3: Speaker Program Events per FTE by Team Size

• Staffing Levels for Speaker Programs Departments
• Figure 4.4: Speaker Program Events per FTE by Company Type
• Figure 4.5: Speaker Program Staffing within Business Units (in FTEs)
• Figure 4.6: Speaker Program Staffing (in FTEs)
• Figure 4.7: Medical Device Companies' Speaker Programs Staffing (in FTEs)
• Figure 4.8: Small and Biotech Companies' Speaker Programs Staffing (in FTEs)
• Figure 4.9: Mid-Size Companies' Speaker Programs Staffing (in FTEs)
• Figure 4.10: Large Companies' Speaker Programs Staffing (in FTEs)
• Figure 4.11: Speaker Programs Staffing by Company Size (in FTEs)
• Figure 4.12: Average Speaker Programs Budgets by Company Type

• Budget Benchmarks for Speaker Programs Departments
• Figure 4.13: Biotechnology Companies' Speaker Programs Budgets
• Figure 4.14: Medical Device Companies' Speaker Programs Budgets
• Figure 4.15: Small Companies' Speaker Programs Budgets
• Figure 4.16: Mid-Size Companies' Speaker Programs Budgets
• Figure 4.17: Large Companies' Speaker Programs Budgets
• Figure 4.18: Pharmaceutical Companies' Average Budget Allocation for Speaker Programs
• Figure 4.19: Average Budget Allocation for Speaker Programs by Company Type
• Figure 4.20: Biotechnology Companies' Average Budget Allocation for Speaker Programs
• Figure 4.21: Medical Device Companies' Average Budget Allocation for Speaker Programs
• Figure 4.22: Small Pharmaceutical Companies' Average Budget Allocation for Speaker Programs
• Figure 4.23: Mid-Size Pharmaceutical Companies' Average Budget Allocation for Speaker Programs
• Figure 4.24: Large Pharmaceutical Companies' Average Budget Allocation for Speaker Programs
• Figure 4.25: Percentage of Pharmaceutical Companies' Speaker Programs Budgets Dedicated to Specific Regions
• Figure 4.26: Regional Breakdown of Speaker Programs by Company Type
• Figure 4.27: Percentage of Large Companies Holding Speaker Programs by Region
• Figure 4.28: Percentage of Mid-Size Companies Holding Speaker Programs by Region
• Figure 4.29: Percentage of Small Companies Holding Speaker Programs by Region
• Figure 4.30: Percentage of Biotechnology Companies Holding Speaker Programs by Region
• Figure 4.31: Percentage of Medical Device Companies Holding Speaker Programs by Region
• Figure 4.32: Brand-Level Speaker Program Spending by Phase (Brands with Peak Sales of $0 - $500 Million)
• Figure 4.33: Brand-Level Speaker Program Spending by Phase (Brands with Peak Sales of $500 Million - $1 Billion)
• Figure 4.34: Brand-Level Speaker Program Spending by Phase (Brands with Peak Sales of $1 Billion - $3 Billion)
• Figure 4.35: Brand-Level Speaker Program Spending by Phase (Brands with Peak Sales of $5+ Billion)

• Outsourcing Speaker Programs Activities
• Figure 4.36: Pharma Companies' Outsourcing Budget Allocation for Speaker Programs
• Figure 4.37: Average Outsourcing Budget Allocation for Speaker Programs by Company Type
• Figure 4.38: Medical Device Companies' Outsourcing Budget Allocation for Speaker Programs
• Figure 4.39: Biotechnology Companies' Outsourcing Budget Allocation for Speaker Programs
• Figure 4.40: Small Companies' Outsourcing Budget Allocation for Speaker Programs
• Figure 4.41: Mid-Size Companies' Outsourcing Budget Allocation for Speaker Programs
• Figure 4.42: Large Companies' Outsourcing Budget Allocation for Speaker Programs
• Figure 4.43: Percentage of Speaker Programs Utilizing an Event Management Company
• Figure 4.44: Percentage of Medical Device Companies' Speaker Programs Utilizing an Event Management Company
• Figure 4.45: Percentage of Biotechnology Companies' Speaker Programs Utilizing an Event Management Company
• Figure 4.46: Percentage of Small Companies' Speaker Programs Utilizing an Event Management Company
• Figure 4.47: Percentage of Mid-Size Companies' Speaker Programs Utilizing an Event Management Company
• Figure 4.48: Percentage of Large Companies' Speaker Programs Utilizing an Event Management Company

APPENDIX A

• Total Speaker Compensation by Provider Category
• Total Speaker Compensation by Provider Category: Small Companies
• Total Speaker Compensation by Provider Category: Mid-Size Companies
• Total Speaker Compensation by Provider Category: Large Companies
• Total Speaker Compensation by Provider Category: Device Companies