Please login to the form below

Not currently logged in
Email:
Password:

Excellence in Customer Focus - Physician/Prescribing

Sponsored by

Finalist

A new chapter in Dupuytren's contracture treatment

Pfizer in association with FTI Consulting


Summary of work

An innovative medical education programme helped Pfizer introduce the first pharmaceutical product to a disease area and customer group – comprising physicians treating hand disorders – that was already satisfied with established surgical techniques. 

XIAPEX, an injectable treatment for Dupuytren’s contracture in adult patients with a palpable cord, was launched by Pfizer in Europe in March 2011 as an alternative for patients. Market research shows many patients refer to surgery as a “last resort”.  

In a risk-averse regulatory environment, Pfizer recognised the need to develop a formal training programme, as the treatment procedure is unlike surgical intervention and the injection must be precise to protect patients by avoiding serious adverse events. 

The core training programme, including a detailed brochure, video and online course, was developed with Europe’s foremost hand specialists and helped secure marketing authorisation in February 2011. The programme was disseminated via a peer-to-peer education cascade, involving training workshops, symposia and development of a bespoke training model. 

Knowledge of XIAPEX and interest in introducing it into clinical practice have increased dramatically, with over 2,000 hand, orthopaedic and plastic surgeons in 13 countries trained how to use XIAPEX in 2011 alone. Customer feedback on the training programme has been consistently excellent.

 

 

Executive summary as submitted


Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Cogora

Cogora has been a leader in healthcare publishing for over 30 years and has become one of the leading full-service...

Latest intelligence

NHS regional footprints
What to expect from 2019...
Not another weight-loss ad
Christmas is over and the gyms are packed, it’s a never-ending tale. But why do we do it to ourselves every year?...
China’s clinical trial shake-up
As many of the obstacles to running clinical trials in China fall away, the country is proving to be a better research location...

Infographics