Promotional Speaker Programs

$1,995.00

Boost the impact of your promotional speaker programs with this study’s detailed metrics on team structure, speaker recruitment and compensation, performance metrics and emerging trends. Ten real-world team profiles provide examples of effective promotional speaker program organization. As program attendance relies on audiences’ needs and schedules, leverage traditional live speaker events, such as podiumstyle presentations and round-table discussions, alongside one-way and interactive webcasts that “preserve” presentations to enable more flexibility. Learn top-performing companies’ strategies for demonstrating program value through soft metrics rather than sales data. Finally, in light of the pending Sunshine Act, ready compliance teams for growing opportunities online and identify and mitigate critical challenges that will arise.

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Report Details

Publication Date: March 2013
Pages: 207
Chapters: 5
Metrics: 500+
Charts/Graphics: 175+

Top Reasons to Buy this Promotional Speaker Programs Report

Measure promotional speaker program success and demonstrate value: Leverage physician satisfaction ratings and feedback surveys to determine promotional 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 as well as identify and mitigate critical challenges that will arise.

Diversify promotional speaker program events to drive attendance and expand program reach: Promotional speaker programs 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.

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.

 You may also be interested in CEIConnect: The Lifesciences Industry’s On-Demand Research Resource as well as our individual marketing research reports.

Excerpt from Promotional Speaker Programs

Few areas of the pharmaceutical industry receive as much public scrutiny as promotional speaker programs. In the public eye, doctors who are paid to promote a product at an event are then biased in favor of that product. Some people fear that instead of prescribing treatments based on cost-effectiveness and clinically proven data, physicians make prescription choices in favor of the products they represent.

This fear was evident in the public attention that ProPublica’s Dollars for Docs
program received. The program published speaking fees for doctors who speak on behalf of 12 companies’ products. Dollars for Docs showed that some companies had paid millions of dollars in speaking fees between 2009 and 2011 — a situation not understood by the public when many physicians are already perceived as drug pushers. And while honorarium does not equate scripts, it obviously influences them — otherwise, companies would not use speaking events. Because of this scrutiny in the past few years, uncertainty surrounded speaker programs — the effects of which resulted in falling speaker bureau budgets a few years ago and physicians’ hesitancy to speak for life science companies.

Table of Contents

10           Executive Summary

14           Study Methodology

15           Study Definitions

16           Promotional Speaker Programs: Five Principles for Success

24           Promotional Speaker Bureau Structure and Staffing

28           Successful Promotional Speaker Program Team Structure

55           Leveraging and Uniting Dedicated Promotional Speaker Program Teams

58           Developing Promotional Speaker Program Budgets

80           Identifying and Compensating Ideal Promotional Speakers

81           Criteria for Promotional Speaker Selection

111         Recruiting and Training Effective Promotional Speakers

118         Compensating Promotional Speakers at a Competitive Rate

128         Promotional Speaker Event Management

130         Promote an Array of Activities When Developing Promotional Speaker Programs

138         Plan Ahead to Facilitate a Winning Promotional Speaker Event

152         Gauging Promotional Speaker Program Success and Overcoming Hurdles

153         Challenges Facing Promotional Speaker Programs

161         Demonstrating The Value of Promotional Speaker Programs

173         Emerging Trends in Promotional Speaker Programs

175         Profiles of Promotional Speaker Program Teams

Executive Summary

16           Promotional Speaker Programs: Five Principles for Success

17           Figure E.1: Promotional Speaker Program Activities for which the Speaker Bureau is Responsible

18           Figure E.2: Promotional Speaker Program Activities Outsourced

20           Figure E.3: Budget for Dedicated Speaker Program Teams from 2011 to 2012

21           Figure E.4: Percentage of Projected Change in Promotional Speaker Program Budget from 2012 to 2013

22           Figure E.5: Promotional Speaker Program Effectiveness in 2012 Compared to 2007–2009

24           Promotional Speaker Bureau Structure and Staffing

26           Figure 1.1: Resource Split for Promotional vs. Educational Speaker Programs: All Companies

26           Figure 1.2: Resource Split for Promotional vs. Educational Speaker Programs: Top 10 Companies

27           Figure 1.3: Resource Split for Promotional vs. Educational Speaker Programs: Top 50 Companies

27           Figure 1.4: Resource Split for Promotional vs. Educational Speaker Programs: Small Companies

28           Figure 1.5: Resource Split for Promotional vs. Educational Speaker Programs: Device Companies

29           Successful Promotional Speaker Program Team Structures

30           Figure 1.6: Therapeutic Areas Supported by Promotional Speaker Program Teams: All Companies

31           Figure 1.7: Therapeutic Areas Supported by Promotional Speaker Program Teams: Top 10 Companies

32           Figure 1.8: Therapeutic Areas Supported by Promotional Speaker Program Teams: Top 50 Companies

33           Figure 1.9: Therapeutic Areas Supported by Promotional Speaker Program Teams: Small Companies

33           Figure 1.10: Therapeutic Areas Supported by Promotional Speaker Program Teams: Device Companies

34           Figure 1.11: Approximate Number of Products Supported by Promotional Speaker Program Teams, by Company Type

35           Figure 1.12: Approximate Number of Products Supported by Promotional Speaker Program Teams: Top 10 Companies

35           Figure 1.13: Approximate Number of Products Supported by Promotional Speaker Program Teams: Top 50 Companies

36           Figure 1.14: Approximate Number of Products Supported by Promotional Speaker Program Teams: Small Companies

36           Figure 1.15: Approximate Number of Products Supported by Promotional Speaker Program Teams: Device Companies

37           Figure 1.16: Type of Promotional Speaker Program Structures Present at Companies

38           Figure 1.17: Type of Promotional Speaker Program Structures Present: Top 10 Companies

39           Figure 1.18: Type of Promotional Speaker Program Structures Present: Top 50 Companies

40           Figure 1.19: Type of Promotional Speaker Program Structures Present: Small Companies

41           Figure 1.20: Type of Promotional Speaker Program Structures Present: Device Companies

41           Figure 1.21: Distribution of Promotional Speaker Program Structure Types: All Companies

42           Figure 1.22: Percentage of Companies with Dedicated Structure for Managing Promotional Speaker Programs

43           Figure 1.23: Companies with Dedicated Structure for Managing Promotional Speaker Programs, by Company Type

45           Figure 1.24: Age of Dedicated Promotional Speaker Program Structures

45           Figure 1.25: Age of Dedicated Promotional Speaker Program Structures, by Company Type

46           Figure 1.26: Functions Directly Responsible for Overseeing Promotional Speaker Program Tasks

47           Figure 1.27: Functions Directly Responsible for Overseeing Promotional Speaker Program Tasks, by Company Type

48           Figure 1.28: Functions Involved in Promotional Speaker Program Tasks: All Companies

49           Figure 1.29: Functions Involved in Promotional Speaker Program Tasks: Top 10 Companies

50           Figure 1.30: Functions Involved in Promotional Speaker Program Tasks: Top 50 Companies

50           Figure 1.31: Functions Involved in Promotional Speaker Program Tasks: Small Companies

51           Figure 1.32: Functions Involved in Promotional Speaker Program Tasks: Device Companies

52           Figure 1.33: Promotional Speaker Program Structure: Top 10 Company C

53           Figure 1.34: Promotional Speaker Program Structure: Top 50 Company K

53           Figure 1.35: Promotional Speaker Program Structure: Small Company N

54           Figure 1.36: Promotional Speaker Program Structure: Device Company R

56           Leveraging and Uniting Dedicated Promotional Speaker Program Teams

57           Figure 1.37: Promotional Speaker Program Team Staff Distribution

58           Figure 1.38: Total Number of Salaried Employees Working on Promotional Speaker Program Activities

59           Developing Promotional Speaker Program Budgets

59           Figure 1.39: Functions that Contribute to Funding Promotional Speaker Programs: All Companies

60           Figure 1.40: Functions that Contribute to Funding Promotional Speaker Programs: Top 10 Companies

61           Figure 1.41: Functions that Contribute to Funding Promotional Speaker Programs: Top 50 Companies

62           Figure 1.42: Functions that Contribute to Funding Promotional Speaker Programs: Small C              ompanies

63           Figure 1.43: Functions that Contribute to Funding Promotional Speaker Programs: Device Companies

64           Figure 1.44: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: All Companies

65           Figure 1.45: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Top 10 Companies

66           Figure 1.46: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Top 50 Companies

67           Figure 1.47: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Small Companies

67           Figure 1.48: Average Percentage of Promotional Speaker Program Budget Contributed by Each Function: Device Companies

68           Figure 1.49: Budget for Dedicated Speaker Program Teams from 2011 to 2012

69           Figure 1.50: Percentage of Budget Dedicated to Salaries and Overhead Activities

70           Figure 1.51: Percentage of Dedicated Promotional Speaker Program Personnel Compensated     through Incentives or Bonuses

71           Figure 1.52: Percentage of Dedicated Promotional Speaker Program Personnel Compensated through Incentives or Bonuses: Top 10 Companies

71           Figure 1.53: Percentage of Dedicated Promotional Speaker Program Personnel Compensated     through Incentives or Bonuses: Top 50 Companies

72           Figure 1.54: Percentage of Dedicated Promotional Speaker Program Personnel Compensated     through Incentives or Bonuses: Small Companies

72           Figure 1.55: Percentage of Dedicated Promotional Speaker Program Personnel Compensated through Incentives or Bonuses: Device Companies

73           Figure 1.56: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: All Companies

74           Figure 1.57: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Top 10 Companies

74           Figure 1.58: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Top 50 Companies

75           Figure 1.59: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Small Companies

75           Figure 1.60: Projected Change in Promotional Speaker Program Budgets from 2012 to 2013: Device Companies

76           Figure 1.61: Percentage of Projected Change in Promotional Speaker Program Budget from 2012 to 2013

77           Figure 1.62: Promotional Speaker Program Activities Outsourced: All Companies

78           Figure 1.63: Promotional Speaker Program Activities Outsourced: Top 10 Companies

78           Figure 1.64: Promotional Speaker Program Activities Outsourced: Top 50 Companies

79           Figure 1.65: Promotional Speaker Program Activities Outsourced: Small Companies

79           Figure 1.66: Promotional Speaker Program Activities Outsourced: Device Companies

80           Figure 1.67: Percentage of Promotional Speaker Program Budget Funding Agencies, Vendors and Other Outsourced Work

81           Identifying and Compensating Ideal Promotional Speakers

82           Criteria for Promotional Speaker Selection

82           Figure 2.1: Healthcare Professionals Hired as Promotional Speakers: All Companies

83           Figure 2.2: Healthcare Professionals Hired as Promotional Speakers: Top 10 Companies

84           Figure 2.3: Healthcare Professionals Hired as Promotional Speakers: Top 50 Companies

85           Figure 2.4: Healthcare Professionals Hired as Promotional Speakers: Small Companies

85           Figure 2.5: Healthcare Professionals Hired as Promotional Speakers: Device Companies

86           Figure 2.6: Healthcare Professionals Hired as Top 10 Companies’ Promotional Speakers, by Company

87           Figure 2.7: Healthcare Professionals Hired as Top 50 Companies’ Promotional Speakers, by Company

88           Figure 2.8: Healthcare Professionals Hired as Small Companies’ Promotional Speakers, by Company

89           Figure 2.9: Healthcare Professionals Hired as Device Companies’ Promotional Speakers, by Company

90           Figure 2.10: Number of Promotional Speakers in Speaker Bureau

91           Figure 2.11: Preferred Promotional Speaker Background: All Companies

92           Figure 2.12: Preferred Promotional Speaker Background: Top 10 Companies

93           Figure 2.13: Preferred Promotional Speaker Background: Top 50 Companies

94           Figure 2.14: Preferred Promotional Speaker Background: Small Companies

95           Figure 2.15: Preferred Promotional Speaker Background: Device Companies

96           Figure 2.16: Ideal Years of Experience for Promotional Speakers

97           Figure 2.17: Average Importance of Ideal Promotional Speaker Traits: All Companies

98           Figure 2.18: Average Importance of Ideal Promotional Speaker Traits: Top 10 Companies

99           Figure 2.19: Average Importance of Ideal Promotional Speaker Traits: Top 50 Companies

100         Figure 2.20: Average Importance of Ideal Promotional Speaker Traits: Small Companies

101         Figure 2.21: Average Importance of Ideal Promotional Speaker Traits: Device Companies

102         Figure 2.22: Company Perception of Promotional Speakers Speaking for More Than One Company: All Companies

103         Figure 2.23: Company Perception of Promotional Speakers Speaking for More Than One Company: Top 10 Companies

104         Figure 2.24: Company Perception of Promotional Speakers Speaking for More Than One Company: Top 50 Companies

105         Figure 2.25: Company Perception of Promotional Speakers Speaking for More Than One Company: Small Companies

106         Figure 2.26: Company Perception of Promotional Speakers Speaking for More Than One Company: Device Companies

107         Figure 2.27: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: All Companies

108         Figure 2.28: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: Top 10 Companies

109         Figure 2.29: Likelihood of Hiring a Speaker Contracted to Speak for Another Company: Top 50     Companies

110         Figure 2.30: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: Small Companies

111         Figure 2.31: Likelihood of Hiring a Promotional Speaker Contracted to Speak for Another Company: Device Companies

112         Figure 2.32: Average Effectiveness of Promotional Speaker Recruitment Tools: All Companies

112         Recruiting and Training Effective Promotional Speakers

113         Figure 2.33: Average Effectiveness of Promotional Speaker Recruitment Tools: Top 10 Companies

114         Figure 2.34: Average Effectiveness of Promotional Speaker Recruitment Tools: Top 50 Companies

115         Figure 2.35: Average Effectiveness of Promotional Speaker Recruitment Tools: Small Companies

116         Figure 2.36: Average Effectiveness of Promotional Speaker Recruitment Tools: Device Companies

118         Figure 2.37: Average Hours of Training Provided to Promotional Speakers, by Company Type

119         Compensating Promotional Speakers at a Competitive Rate

120         Figure 2.38: Method of Payment for Promotional Speakers, by Company Type

121         Figure 2.39: Promotional Speaker Compensation

122         Figure 2.40: Flat Rate Promotional Speaker Compensation Range and Average

123         Figure 2.41: Travel Compensation for Promotional Speakers: All Companies

124         Figure 2.42: Travel Compensation for Promotional Speakers: Top 10 Companies

125         Figure 2.43: Travel Compensation for Promotional Speakers: Top 50 Companies

125         Figure 2.44: Travel Compensation for Promotional Speakers: Small Companies

126         Figure 2.45: Travel Compensation for Promotional Speakers: Device Companies

127         Figure 2.46: Amount of Travel Compensation for Promotional Speakers

128         Figure 2.47: Travel Compensation Budget for Promotional Speakers Paid a Flat Rate

129         Promotional Speaker Event Management

139         Plan Ahead to Facilitate a Winning Promotional Speaker Event

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

132         Figure 3.2: Promotional Speaker Program Activities for which the Speaker Bureau is Responsible: All Companies

134         Figure 3.3: Promotional Speaker Program Activities for which the Speaker Bureau is Responsible: Top 10 Companies

134         Figure 3.4: Promotional Speaker Program Activities for which the Speaker Bureau is Responsible: Top 50 Companies

135         Figure 3.5: Promotional Speaker Program Activities for which the Speaker Bureau is Responsible: Small Companies

136         Figure 3.6: Promotional Speaker Program Activities for which the Speaker Bureau is Responsible: Device Companies

137         Figure 3.7: Percentage of Companies that Outsource Specific Promotional Speaker Program Activities

140         Figure 3.8: Average Preparation Time for In-Person Promotional Speaker Programs, by Company

141         Figure 3.9: Average Preparation Time for Interactive Webcast Promotional Speaker Programs, by Company

142         Figure 3.10: Average Preparation Time for One-Way Webcast Promotional Speaker Programs, by Company

144         Figure 3.11: Best Time of Day to Conduct In-Person Promotional Speaker Programs

144         Figure 3.12: Best Time of Day to Conduct One-Way Webcast Promotional Speaker Programs

145         Figure 3.13: Best Time of Day to Conduct Interactive Webcast Promotional Speaker Programs

146         Figure 3.14: Worst Time of Day to Conduct In-Person Promotional Speaker Programs

147         Figure 3.15: Worst Time of Day to Conduct One-Way Webcast Promotional Speaker Programs

147         Figure 3.16: Worst Time of Day to Conduct Interactive Webcast Promotional Speaker Programs

148         Figure 3.17: Typical Attendance at In-Person Promotional Speaker Events, by Company

149         Figure 3.18: Typical Attendance at One-Way Webcast Promotional Speaker Events, by Company

150         Figure 3.19: Typical Attendance at Interactive Webcast Promotional Speaker Events, by Company

151         Figure 3.20: Range and Average Cost Per Attendee for In-Person Promotional Speaker Programs, by Company

152         Figure 3.21: Range and Average Cost Per Attendee for One-Way Webcast Promotional Speaker Programs, by Company

152         Figure 3.22: Range and Average Cost Per Attendee for Interactive Webcast Promotional Speaker Programs, by Company

153         Gauging Promotional Speaker Program Success and Overcoming Hurdles

154         Challenges Facing Promotional Speaker Programs

154         Figure 4.1: Ratings of Promotional Speaker Program Challenges: All Companies

155         Figure 4.2: Ratings of Promotional Speaker Program Challenges: Top 10 Companies

156         Figure 4.3: Ratings of Promotional Speaker Program Challenges: Top 50 Companies

157         Figure 4.4: Ratings of Promotional Speaker Program Challenges: Small Companies

158         Figure 4.5: Ratings of Promotional Speaker Program Challenges: Device Companies

162         Figure 4.6: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: All Companies

162         Demonstrating The Value OF Promotional Speaker Programs

163         Figure 4.7: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Top 10 Companies

164         Figure 4.8: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Top 50 Companies

165         Figure 4.9: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Small Companies

166         Figure 4.10: Success Measurements Used to Gauge Promotional Speaker Program Effectiveness: Device Companies

167         Figure 4.11: Percentage of Companies Satisfied with Their Promotional Speaker Program Team

168         Figure 4.12: Percentage Companies Satisfied with Their Promotional Speaker Program Team: Top 10 Companies

169         Figure 4.13: Percentage of Top 50 Companies Satisfied with Their Promotional Speaker Program Team: Top 50 Companies

170         Figure 4.14: Percentage of Companies Satisfied with Their Promotional Speaker Program Team: Small Companies

171         Figure 4.15: Percentage of Companies Satisfied with their Promotional Speaker Program Team: Device Companies

172         Figure 4.16: Perceived Effectiveness of Promotional Speaker Program Practices, by Company Type

173         Figure 4.17: Promotional Speaker Program Effectiveness in 2012 Compared to 2007–2009

176         Profiles of Promotional Speaker Program Teams

178         Figure 5.1: Top 10 Company A: Background and Structure

179         Figure 5.2: Top 10 Company A: Speakers and Funding

180         Figure 5.3: Top 10 Company A: Events and Success Rating

181         Figure 5.4: Top 10 Company B: Background and Structure

182         Figure 5.5: Top 10 Company B: Speakers and Funding

183         Figure 5.6: Top 10 Company B: Events and Success Rating

184         Figure 5.7: Top 10 Company C: Background and Structure

185         Figure 5.8: Top 10 Company C: Speakers and Funding

186         Figure 5.9: Top 10 Company C: Events and Success Rating

187         Figure 5.10: Top 50 Company F: Background and Structure

188         Figure 5.11: Top 50 Company F: Speakers and Funding

189         Figure 5.12: Top 50 Company F: Events and Success Rating

190         Figure 5.13: Top 50 Company H: Background and Structure

191         Figure 5.14: Top 50 Company H: Speakers and Funding

192         Figure 5.15: Top 50 Company H: Events and Success Rating

193         Figure 5.16: Top 50 Company J: Background and Structure

194         Figure 5.17: Top 50 Company J: Speakers and Funding

195         Figure 5.18: Top 50 Company J: Events and Success Rating

196         Figure 5.19: Small Company M: Background and Structure

197         Figure 5.20: Small Company M: Speakers and Funding

198         Figure 5.21: Small Company M: Events and Success Rating

199         Figure 5.22: Small Company N: Background and Structure

200         Figure 5.23: Small Company N: Speakers and Funding

201         Figure 5.24: Small Company N: Events and Success Rating

202         Figure 5.25: Device Company Q: Background and Structure

203         Figure 5.26: Device Company Q: Speakers and Funding

204         Figure 5.27: Device Company Q: Events and Success Rating

205         Figure 5.28: Device Company S: Background and Structure

206         Figure 5.29: Device Company S: Speakers and Funding

207         Figure 5.30: Device Company S: Events and Success Rating