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CHALLENGE:

1) Construct a global Opinion Leader Engagement program for a new therapeutic indication of BOTOX involving approximately 50 leading physicians and researchers; and 2) orchestrate four inaugural meetings in the U.S. and Europe during first year of program; Client requested turnkey operation including advisor relations, content development, site selection, travel arrangements, all negotiation and contracting, on-site logistical support and meeting reporting.

PROCESS:

Following consultation with members of the Client’s Global Launch Team and leveraging insights garnered from our development of a 5-year global Market Development Plan, we recommended the creation of six dedicated Work Groups—each with discreet objectives and membership.

For each Work Group meeting, we created agendas, discussion guides and presentations designed to: 1) achieve specific objectives for the inaugural meeting(s); and 2) establish a foundation for continued Work Group interactions over a 2-3 year period.

We also created a secure website for the Opinion Leader Engagement program with dedicated sections for each Work Group that served as the primary interface for meeting registration, advisor communications, pre-read materials and event information. The site was built upon a proprietary Event Management engine featuring: 1) a branded, user-friendly informational resource for all "front-of-the-house" interactions with participants; and 2) a robust reporting system for "back-of-the-house" functions, allowing for efficient management of hotels, travel agencies, transportation services and destination management companies.

RESULT:

1) We established a strategic framework for a multiyear Opinion Leader Engagement program designed to inform and support the development program through launch; and 2) we successfully executed the inaugural meetings for four Work Groups in Miami, Irvine, San Diego and Madrid, receiving numerous compliments from both our Clients and key advisors at each of the meetings.