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プロモーショナルスピーカープログラム:成功するスピーカービューロー管理およびソートリーダー採用

Promotional Speaker Programs: Successfully Managing Speaker Bureaus and Recruiting Thought Leaders

発行 Cutting Edge Information 商品コード 265560
出版日 ページ情報 英文 207 Pages
納期: 即日から翌営業日
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プロモーショナルスピーカープログラム:成功するスピーカービューロー管理およびソートリーダー採用 Promotional Speaker Programs: Successfully Managing Speaker Bureaus and Recruiting Thought Leaders
出版日: 2013年04月03日 ページ情報: 英文 207 Pages
概要

プロモーショナルスピーカープログラムは、ライフサイエンス企業の武器のなかで、治療開始から発売後にかけて病状とブランド認識の構築のために発展する、重要なツールです。

当レポートでは、マーケティングチームの目標に焦点を当てて、製薬業界の講演イベントについて調査し、チームの構造、講演者の求人と補償、業績指標および新しい動向を含む詳細なメトリクスを用いてプロモーショナルプログラムの分析を提供しており、概略下記の構成でお届けいたします。

エグゼクティブサマリー

  • 調査手法
  • 調査定義
  • プロモーショナルスピーカープログラム:成功の5原則

プロモーショナルスピーカービューローの構造・スタッフィング

  • 成功するプロモーショナルスピーカープログラムチームの構造
  • プロモーショナルスピーカープログラム専用チームの活用と統合
  • プロモーショナルスピーカープログラム予算の開発

理想的なプロモーショナルスピーカーの特定・補償

  • プロモーショナルスピーカー選定の基準
  • 有効なプロモーショナルスピーカーの採用・トレーニング
  • プロモーショナルスピーカーを競争料金で補償する

プロモーショナルスピーカーイベント管理

  • プロモーショナルスピーカープログラムを開発する際に多くの活動を推進する
  • プロモーショナルスピーカーイベントの成功を容易にするため前もって計画を立てる

プロモーショナルスピーカープログラム成功の測定と克服する課題

  • プロモーショナルスピーカープログラムが直面する課題
  • プロモーショナルスピーカープログラムの価値を実証する
  • プロモーショナルスピーカープログラムにおける新しい動向

プロモーショナルスピーカープログラムチームのプロファイル

図表

目次
Product Code: PH182

Adapt and Refocus Promotional Speaker Programs to Prepare for Increased Transparency

Promotional speaker programs are an evolving, critical tool in life science companies' arsenal for building disease state and brand awareness from therapy inception through post-launch. Facing changing regulations - including the impending Sunshine Act - proficient speaker program teams reinforce their medical messages while implementing new approaches to drive attendance and measure ROI.

This report and its sister study, Educational Speaker Programs: Medical Event Management and Recruitment in a Complex Regulatory Environment, explore the full array of pharmaceutical speaker events. Whereas Educational Speaker Programs details speaker events associated with medical affairs teams and medical education, this report focuses on marketing team goals. Though similar, these speaker programs - and the teams that drive them - differ in structure, event management protocol, funding and even governing regulations.

Boost the impact of your promotional speaker programs with this study's detailed metrics - including team structure, speaker recruitment and compensation, performance metrics and emerging trends.

Diversify promotional speaker events to drive attendance and expand program reach

Program attendance relies on audiences' needs and schedules. Leverage traditional live speaker events, such as podium-style presentations and round-table discussions, alongside one-way and interactive webcasts that “preserve” presentations to enable more flexibility.

Measure speaker program success and demonstrate value

Leverage physician satisfaction ratings and feedback surveys to determine speaker programs' impact on doctors' habits. Learn top-performing companies' strategies for demonstrating program value through soft metrics rather than sales data.

Ensure a seamless transition to the Sunshine Act

Preparing to meet regulatory changes will reduce the impact of increased transparency requirements. Ready compliance teams for growing opportunities online and identify and mitigate critical challenges that will arise.

Table of Contents

  • Executive Summary
  • Study Methodology
  • Study Definitions
  • Promotional Speaker Programs: Five Principles for Success
  • Promotional Speaker Bureau Structure and Staffing
  • Successful Promotional Speaker Program Team Structure
  • Leveraging and Uniting Dedicated Promotional Speaker Program Teams
  • Developing Promotional Speaker Program Budgets
  • Identifying and Compensating Ideal Promotional Speakers
  • Criteria for Promotional Speaker Selection
  • Recruiting and Training Effective Promotional Speakers
  • Compensating Promotional Speakers at a Competitive Rate
  • Promotional Speaker Event Management
  • Promote an Array of Activities When Developing Promotional Speaker Programs
  • Plan Ahead to Facilitate a Winning Promotional Speaker Event
  • Gauging Promotional Speaker Program Success and Overcoming Hurdles
  • Challenges Facing Promotional Speaker Programs
  • Demonstrating the Value of Promotional Speaker Programs
  • Emerging Trends in Promotional Speaker Programs
  • Profiles of Promotional Speaker Program Teams

CHARTS AND GRAPHICS

Executive Summary

Executive Summary

Promotional Speaker Programs: Five Principles for Success

  • Figure E.1: Promotional Speaker Program Activities for which Speaker Bureau is Responsible
  • Figure E.2: Promotional Speaker Program Activities Outsourced
  • Figure E.3: Budget for Dedicated Speaker Program Teams from 2011 to 2012
  • Figure E.4: Percentage of Projected Change in Promotional Speaker Program Budget from 2012 to 2013
  • Figure E.5: Promotional Speaker Program Effectiveness in 2012 Compared to 2007-2009

Promotional Speaker Bureau Structure and Staffing

  • Figure 1.1: Resource Split for Promotional vs. Educational Speaker Programs: All Companies
  • Figure 1.2: Resource Split for Promotional vs. Educational Speaker Programs: Top 10 Companies
  • Figure 1.3: Resource Split for Promotional vs. Educational Speaker Programs: Top 50 Companies
  • Figure 1.4: Resource Split for Promotional vs. Educational Speaker Programs: Small Companies
  • Figure 1.5: Resource Split for Promotional vs. Educational Speaker Programs: Device Companies

Successful Promotional Speaker Program Team Structure

  • Figure 1.6: Therapeutic Areas Supported by Promotional Speaker Program Teams: All Companies
  • Figure 1.7: Therapeutic Areas Supported by Promotional Speaker Program Teams: Top 10 Companies
  • Figure 1.8: Therapeutic Areas Supported by Promotional Speaker Program Teams: Top 50 Companies
  • Figure 1.9: Therapeutic Areas Supported by Promotional Speaker Program Teams: Small Companies
  • Figure 1.10: Therapeutic Areas Supported by Promotional Speaker Program Teams: Device Companies
  • Figure 1.11: Approximate Number of Products Supported by Promotional Speaker Program Teams, by Company Type
  • Figure 1.12: Approximate Number of Products Supported by Promotional Speaker Program Teams: Top 10 Companies
  • Figure 1.13: Approximate Number of Products Supported by Promotional Speaker Program Teams: Top 50 Companies
  • Figure 1.14: Approximate Number of Products Supported by Promotional Speaker Program Teams: Small Companies
  • Figure 1.15: Approximate Number of Products Supported by Promotional Speaker Program Teams: Device Companies
  • Figure 1.16: Type of Promotional Speaker Program Structures Present at Company
  • Figure 1.17: Type of Promotional Speaker Program Structures Present: Top 10 Companies
  • Figure 1.18: Type of Promotional Speaker Program Structures Present: Top 50 Companies
  • Figure 1.19: Type of Promotional Speaker Program Structures Present: Small Companies
  • Figure 1.20: Type of Promotional Speaker Program Structures Present: Device Companies
  • Figure 1.21: Distribution of Promotional Speaker Program Structure Types: All Companies
  • Figure 1.22: Percentage of Companies with Dedicated Structure for Managing Promotional Speaker Programs
  • Figure 1.23: Companies with Dedicated Structure for Managing Promotional Speaker Programs, by Company Type
  • Figure 1.24: Age of Dedicated Promotional Speaker Program Structures
  • Figure 1.25: Age of Dedicated Promotional Speaker Program Structures, by Company Type
  • Figure 1.26: Functions Directly Responsible for Overseeing Speaker Program Tasks
  • Figure 1.27: Functions Directly Responsible for Overseeing Speaker Program Tasks, by Company Type
  • Figure 1.28: Functions Involved in Promotional Speaker Program Activities: All Companies
  • Figure 1.29: Functions Involved in Promotional Speaker Program Activities: Top 10 Companies
  • Figure 1.30: Functions Involved in Promotional Speaker Program Activities: Top 50 Companies
  • Figure 1.31: Functions Involved in Promotional Speaker Program Activities: Small Companies
  • Figure 1.32: Functions Involved in Promotional Speaker Program Activities: Device Companies
  • Figure 1.33: Promotional Speaker Program Structure: Top 10 Company C
  • Figure 1.34: Promotional Speaker Program Structure: Top 50 Company K
  • Figure 1.35: Promotional Speaker Program Structure: Small Company N
  • Figure 1.36: Promotional Speaker Program Structure: Device Company R

Leveraging and Uniting Dedicated Promotional Speaker Program Teams

  • Figure 1.37: Promotional Speaker Program Team Staff Distribution
  • Figure 1.38: Total Number of Salaried Employees Working on Promotional Speaker Program Activities

Developing Promotional Speaker Program Budgets

  • Figure 1.39: Functions that Contribute to Funding Promotional Speaker Programs: All Companies
  • Figure 1.40: Functions that Contribute to Funding Promotional Speaker Programs: Top 10 Companies
  • Figure 1.41: Functions that Contribute to Funding Promotional Speaker Programs: Top 50 Companies
  • Figure 1.42: Functions that Contribute to Funding Promotional Speaker Programs: Small Companies
  • Figure 1.43: Functions that Contribute to Funding Promotional Speaker Programs: Device Companies
  • Figure 1.44: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: All Companies
  • Figure 1.45: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Top 10 Companies
  • Figure 1.46: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Top 50 Companies
  • Figure 1.47: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Small Companies
  • Figure 1.48: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Device Companies
  • Figure 1.49: Budget for Dedicated Speaker Program Teams from 2011 to 2012
  • Figure 1.50: Percentage of Budget Dedicated to Salaries and Overhead Activities
  • Figure 1.51: Percentage of Dedicated Promotional Speaker Program Personnel Compensated through Incentives or Bonuses
  • Figure 1.52: Percentage of Dedicated Promotional Speaker Program Personnel Compensated through Incentives or Bonuses: Top 10 Companies
  • Figure 1.53: Percentage of Dedicated Promotional Speaker Program Personnel Compensated through Incentives or Bonuses: Top 50 Companies
  • Figure 1.54: Percentage of Dedicated Promotional Speaker Program Personnel Compensated through Incentives or Bonuses: Small Companies
  • Figure 1.55: Percentage of Dedicated Promotional Speaker Program Personnel Compensated through Incentives or Bonuses: Device Companies
  • Figure 1.56: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: All Companies
  • Figure 1.57: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Top 10 Companies
  • Figure 1.58: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Top 50 Companies
  • Figure 1.59: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Small Companies
  • Figure 1.60: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Device Companies
  • Figure 1.61: Percentage of Projected Change in Promotional Speaker Program Budget from 2012 to 2013
  • Figure 1.62: Promotional Speaker Program Activities Outsourced: All Companies
  • Figure 1.63: Promotional Speaker Program Activities Outsourced: Top 10 Companies
  • Figure 1.64: Promotional Speaker Program Activities Outsourced: Top 50 Companies
  • Figure 1.65: Promotional Speaker Program Activities Outsourced: Small Companies
  • Figure 1.66: Promotional Speaker Program Activities Outsourced: Device Companies
  • Figure 1.67: Percentage of Promotional Speaker Program Budget Funding Agencies, Vendors and Other Outsourced Work

Identifying and Compensating Ideal Promotional Speakers

Criteria for Promotional Speaker Selection

  • Figure 2.1: Healthcare Professionals Hired as Promotional Speakers: All Companies
  • Figure 2.2: Healthcare Professionals Hired as Promotional Speakers: Top 10 Companies
  • Figure 2.3: Healthcare Professionals Hired as Promotional Speakers: Top 50 Companies
  • Figure 2.4: Healthcare Professionals Hired as Promotional Speakers: Small Companies
  • Figure 2.5: Healthcare Professionals Hired as Promotional Speakers: Device Companies
  • Figure 2.6: Healthcare Professionals Hired as Top 10 Companies' Promotional Speakers, by Company
  • Figure 2.7: Healthcare Professionals Hired as Top 50 Companies' Promotional Speakers, by Company
  • Figure 2.8: Healthcare Professionals Hired as Small Companies' Promotional Speakers, by Company
  • Figure 2.9: Healthcare Professionals Hired as Device Companies' Promotional Speakers, by Company
  • Figure 2.10: Number of Promotional Speakers in Speaker Bureau
  • Figure 2.11: Preferred Promotional Speaker Background: All Companies
  • Figure 2.12: Preferred Promotional Speaker Background: Top 10 Companies
  • Figure 2.13: Preferred Promotional Speaker Background: Top 50 Companies
  • Figure 2.14: Preferred Promotional Speaker Background: Small Companies
  • Figure 2.15: Preferred Promotional Speaker Background: Device Companies
  • Figure 2.16: Ideal Years of Experience for Promotional Speakers
  • Figure 2.17: Average Importance of Ideal Promotional Speaker Traits: All Companies
  • Figure 2.18: Average Importance of Ideal Promotional Speaker Traits: Top 10 Companies
  • Figure 2.19: Average Importance of Ideal Promotional Speaker Traits: Top 50 Companies
  • Figure 2.20: Average Importance of Ideal Promotional Speaker Traits: Small Companies
  • Figure 2.21: Average Importance of Ideal Promotional Speaker Traits: Device Companies
  • Figure 2.22: Company Perception of Promotional Speakers Speaking for More than One Company: All Companies
  • Figure 2.23: Company Perception of Promotional Speakers Speaking for More than One Company: Top 10 Companies
  • Figure 2.24: Company Perception of Promotional Speakers Speaking for More than One Company: Top 50 Companies
  • Figure 2.25: Company Perception of Promotional Speakers Speaking for More than One Company: Small Companies
  • Figure 2.26: Company Perception of Promotional Speakers Speaking for More than One Company: Device Companies
  • Figure 2.27: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: All Companies
  • Figure 2.28: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: Top 10 Companies
  • Figure 2.29: Likelihood of Hiring a Speaker Contracted to Speak for Another Company: Top 50 Companies
  • Figure 2.30: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: Small Companies
  • Figure 2.31: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: Device Companies

Recruiting and Training Effective Promotional Speakers

  • Figure 2.32: Average Effectiveness of Promotional Speaker Recruitment Tools: All Companies
  • Figure 2.33: Average Effectiveness of Promotional Speaker Recruitment Tools: Top 10 Companies
  • Figure 2.34: Average Effectiveness of Promotional Speaker Recruitment Tools: Top 50 Companies
  • Figure 2.35: Average Effectiveness of Promotional Speaker Recruitment Tools: Small Companies
  • Figure 2.36: Average Effectiveness of Promotional Speaker Recruitment Tools: Device Companies
  • Figure 2.37: Average Hours of Training Provided to Promotional Speakers, by Company Type

Compensating Promotional Speakers at a Competitive Rate

  • Figure 2.38: Method of Payment for Promotional Speakers, by Company Type
  • Figure 2.39: Promotional Speaker Compensation
  • Figure 2.40: Flat Rate Promotional Speaker Compensation Range and Average
  • Figure 2.41: Travel Compensation for Promotional Speakers: All Companies
  • Figure 2.42: Travel Compensation for Promotional Speakers: Top 10 Companies
  • Figure 2.43: Travel Compensation for Promotional Speakers: Top 50 Companies
  • Figure 2.44: Travel Compensation for Promotional Speakers: Small Companies
  • Figure 2.45: Travel Compensation for Promotional Speakers: Device Companies
  • Figure 2.46: Amount of Travel Compensation for Promotional Speakers
  • Figure 2.47: Travel Compensation Budget for Promotional Speakers Paid a Flat Rate

Promotional Speaker Event Management

  • Figure 3.1: Approximate Number of Promotional Speaking Events Annually, by Company

Promote an Array of Activities When Developing Promotional Speaker Programs

  • Figure 3.2: Promotional Speaker Program Activities for Which Speaker Bureau Is Responsible: All Companies
  • Figure 3.3: Promotional Speaker Program Activities for Which Speaker Bureau Is Responsible: Top 10 Companies
  • Figure 3.4: Promotional Speaker Program Activities for Which Speaker Bureau Is Responsible: Top 50 Companies
  • Figure 3.5: Promotional Speaker Program Activities for Which Speaker Bureau Is Responsible: Small Companies
  • Figure 3.6: Promotional Speaker Program Activities for Which Speaker Bureau Is Responsible: Device Companies
  • Figure 3.7: Percentage of Companies that Outsource Specific Promotional Speaker Program Activities

Plan Ahead to Facilitate a Winning Promotional Speaker Event

  • Figure 3.8: Average Preparation Time for In-Person Promotional Speaker Programs, by Company
  • Figure 3.9: Average Preparation Time for One-Way Webcast Promotional Speaker Programs, by Company
  • Figure 3.10: Average Preparation Time for Interactive Webcast Promotional Speaker Programs, by Company
  • Figure 3.11: Best Time of Day to Conduct In-Person Promotional Speaker Programs
  • Figure 3.12: Best Time of Day to Conduct One-Way Webcast Promotional Speaker Programs
  • Figure 3.13: Best Time of Day to Conduct Interactive Webcast Promotional Speaker Programs
  • Figure 3.14: Worst Time of Day to Conduct In-Person Promotional Speaker Programs
  • Figure 3.15: Worst Time of Day to Conduct One-Way Webcast Promotional Speaker Programs
  • Figure 3.16: Worst Time of Day to Conduct Interactive Webcast Promotional Speaker Programs
  • Figure 3.17: Typical Attendance at In-Person Promotional Speaker Events, by Company
  • Figure 3.18: Typical Attendance at One-Way Webcast Promotional Speaker Events, by Company
  • Figure 3.19: Typical Attendance at Interactive Webcast Promotional Speaker Events, by Company
  • Figure 3.20: Range and Average Cost Per Attendee for In-Person Promotional Speaker Programs, by Company
  • Figure 3.21: Range and Average Cost Per Attendee for One-Way Webcast Promotional Speaker Programs, by Company
  • Figure 3.22: Range and Average Cost Per Attendee for Interactive Webcast Promotional Speaker Programs, by Company

Gauging Promotional Speaker Program Success and Overcoming Hurdles

Challenges Facing Promotional Speaker Programs

  • Figure 4.1: Ratings of Promotional Speaker Program Challenges: All Companies
  • Figure 4.2: Ratings of Promotional Speaker Program Challenges: Top 10 Companies
  • Figure 4.3: Ratings of Promotional Speaker Program Challenges: Top 50 Companies
  • Figure 4.4: Ratings of Promotional Speaker Program Challenges: Small Companies
  • Figure 4.5: Ratings of Promotional Speaker Program Challenges: Device Companies

Demonstrating the Value of Promotional Speaker Programs

  • Figure 4.6: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: All Companies
  • Figure 4.7: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Top 10 Companies
  • Figure 4.8: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Top 50 Companies
  • Figure 4.9: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Small Companies
  • Figure 4.10: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Device Companies
  • Figure 4.11: Percentage of Companies Satisfied with Promotional Speaker Program Team
  • Figure 4.12: Percentage of Companies Satisfied with Promotional Speaker Program Team: Top 10 Companies
  • Figure 4.13: Percentage of Companies Satisfied with Promotional Speaker Program Team: Top 50 Companies
  • Figure 4.14: Percentage of Companies Satisfied with Promotional Speaker Program Team: Small Companies
  • Figure 4.15: Percentage of Device Companies Satisfied with Promotional Speaker Program Team: Device Companies
  • Figure 4.16: Perceived Effectiveness of Promotional Speaker Program Practices, by Company Type
  • Figure 4.17: Promotional Speaker Program Effectiveness in 2012 Compared to 2007-2009

Profiles of Promotional Speaker Program Teams

  • Figure 5.1: Top 10 Company A: Background and Structure
  • Figure 5.2: Top 10 Company A: Speakers and Funding
  • Figure 5.3: Top 10 Company A: Events and Success Rating
  • Figure 5.4: Top 10 Company B: Background and Structure
  • Figure 5.5: Top 10 Company B: Speakers and Funding
  • Figure 5.6: Top 10 Company B: Events and Success Rating
  • Figure 5.7: Top 10 Company C: Background and Structure
  • Figure 5.8: Top 10 Company C: Speakers and Funding
  • Figure 5.9: Top 10 Company C: Events and Success Rating
  • Figure 5.10: Top 50 Company F: Background and Structure
  • Figure 5.11: Top 50 Company F: Speakers and Funding
  • Figure 5.12: Top 50 Company F: Events and Success Rating
  • Figure 5.13: Top 50 Company H: Background and Structure
  • Figure 5.14: Top 50 Company H: Speakers and Funding
  • Figure 5.15: Top 50 Company H: Events and Success Rating
  • Figure 5.16: Top 50 Company J: Background and Structure
  • Figure 5.17: Top 50 Company J: Speakers and Funding
  • Figure 5.18: Top 50 Company J: Events and Success Rating
  • Figure 5.19: Small Company M: Background and Structure
  • Figure 5.20: Small Company M: Speakers and Funding
  • Figure 5.21: Small Company M: Events and Success Rating
  • Figure 5.22: Small Company N: Background and Structure
  • Figure 5.23: Small Company N: Speakers and Funding
  • Figure 5.24: Small Company N: Events and Success Rating
  • Figure 5.25: Device Company Q: Background and Structure
  • Figure 5.26: Device Company Q: Speakers and Funding
  • Figure 5.27: Device Company Q: Events and Success Rating
  • Figure 5.28: Device Company S: Background and Structure
  • Figure 5.29: Device Company S: Speakers and Funding
  • Figure 5.30: Device Company S: Events and Success Rating
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