A Road Map for Successfully Navigating the New Launch Landscape in the Biopharmaceutical Marketplace
CHAPEL HILL, N.C. – October 5, 2012. Faced with a continually evolving launch landscape, pharmaceutical organizations are rethinking the factors that play the biggest role in the current launch environment. In a wide-ranging research project that explores the pivotal success factors and failure points facing new product launches, research and consulting firm Best Practices, LLC established a critical core set of factors that can make or break a market entry.
Pricing is one of the key launch issues that the report examines, including topics such as differentiation factors that best enable superior pricing, level of superior efficacy required for superior pricing against branded competitors and best pricing strategies when entering a market with generics.
When asked what minimum level of superior efficacy is required to charge more than a branded competitor, two-thirds of the participating launch leaders indicated a new product requires at least 11 percent to 30 percent superior efficacy in order to win a higher price in a competitive market.
The report, Success Factors and Failure Points in Biopharmaceutical Product Launches: An Updated Road Map for Strong Market Entry, also presents launch leaders’ perspectives on the current and future risk levels for an array of pitfall factors that can affect a launch. The pitfall areas touch on patient and payer pitfalls as well as physician and regulatory stumbling blocks.
Best Practices, LLC used both field surveys and interviews to complete this 148-page study. In all, 44 managers and executives at 38 leading biopharma companies participated. In-depth interviews were conducted with leaders who have decades of experience with pharma launches. The research report includes 11 of the Top 20 biopharma firms and three of the six interviews were with Top 10 pharma companies.
To learn more about this report, download a complimentary report excerpt at http://www.best-in-class.com/rr1080.htm. For related research, browse through our reports section here Benchmark Research Reports.
ABOUT BEST PRACTICES, LLC
Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC’s clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations. Best Practices, LLC believes in the profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.