Database Member Home
RAS Member Home
To save, right-click above PDF and select "Save target as"
Free PDF viewer software
Excerpt in Cart
Single User: Authorizes use by the person who places the order or for whom the order was placed.
Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.
Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.
$5260 - Single
$15780 - Sitewide
$26300 - Corporate
For any Queries
In today’s marketplace, launching multiple products for a common therapeutic area is both resource-intensive and strategically challenging. Managing similar products or an integrated product portfolio is a complex balancing act for bio-pharmaceutical companies — especially those that want to reduce the costliness of launching and promoting multiple products simultaneously. Maximizing the potential of each product requires well-crafted Sales alignment and improved access and reputation.
Best Practices, LLC conducted this benchmarking study to identify evidence-based benchmarks on the pros and cons of managing multiple products via a franchise approach. The study focused on uncovering proven tactics for efficiently deploying Sales and Marketing resources to reduce the costliness of launching and promoting multiple products simultaneously.
Research findings can serve as a reference point for portfolio managers to most efficiently manage multiple products and indications in the same therapeutic area.
Industries Profiled:Consumer Products; Diagnostic; Pharmaceutical; Medical Device; Biopharmaceutical; Health Care; Biotech; Market Research; Utilities; Chemical; Clinical Research; Laboratories
Companies Profiled:Bayer Healthcare; Shionogi Inc.; Roche Diagnostics; Mylan; GlaxoSmithKline ; Drager; CareFusion; B.Braun; Astellas; Entelos; Alcon; Siren Interactive; AstraZeneca; Nonin; Menarini Group; Hikma; Novartis; Nico ; Lupin; Centurion; Covidien; Galpha Laboratories; Catalent Pharma Solutions; Genentech; Almirall; Abbott; Sandoz; Johnson & Johnson; Dr Reddy's Laboratories; Merck; Meda Pharmaceuticals; Sanofi; Amylin; Teva Pharmaceutical Industries Ltd; Glenmark; Boehringer Ingelheim; Wockhardt; Novo Nordisk; Ranbaxy; Daiichi Pharmaceutical Co.; Ltd.; Roche; Baxter Healthcare; Medtronic; Shire; UCB Pharma; Stryker; Gilead Sciences; Biogen Idec; Boston Scientific; Zydus Cadila; Janssen; cipla
Best Practices, LLC engaged 65 Sales, Marketing, and Commercial leaders from 52 leading healthcare companies through a benchmarking survey instrument to collect quantitative data and qualitative insights.
Topics addressed in this report include:
Franchises Are Highly Successful in Driving SFE, Credibility, Access, & Lower Promotional Costs: 62%of companies have been highly successful in increasing SFE, and a majority has had strong success in bolstering rep/company credibility and improved access to physicians. Almost 90% of research partners rated “enhanced sales for all products” and “greater therapeutic area market share” as modest franchise successes.
Multiple Launches within a Six-Month Period Create High Risk for Stumbling: Benchmark partners observe that the risk of launch failures expands exponentially when multiple launches occur within a 3-6 month period. For example, the aggregate high risk of launch stumbling drops from 83% when launching multiple products in the same quarter to 10% when launching multiple products within 12 months of each other.
Franchises Rely Heavily on Centers of Excellences to Distribute Expertise across Products, especially in High-Impact Areas: Overall, more than 75% of franchises currently use Centers of Excellence for some facet of franchise support. The most effective CoE support involves injecting critical expertise into such areas as Med Ed, SFE, Thought Leader Management, Training, and Customer Targeting. Market Research was also deemed particularly effective for Primary Care products. Conversely, as much as 40% of respondents deemed the use of CoEs either ineffective or not in use for supporting franchise Marketing efforts, whether for traditional or digital Marketing. This underscores that CoE’s are not a productivity panacea and require disciplined management.
Table of Contents
R&D Quality Assurance Excellence Library
Price: $21100.00 Free Excerpt Available
Market Research Excellence: Research and the Unfair Competitive Advantage
Price: $20735.00 Free Excerpt Available
Pharma Thought Leadership: Be a Thought Leader, Manage Influential Organizations, Launch a Winner
Pharmaceutical New Product Planning: Structure and Activities to Drive Growth and Profitability
Price: $9000.00 Free Excerpt Available
Success Factors and Failure Points in Oncology Product Launches
Price: $8500.00 Free Excerpt Available
Success Factors and Failure Points in Metabolic Product Launches
Success Factors and Failure Points in Cardiovascular Product Launches
Success Factors and Failure Points in Biopharmaceutical Product Launches: An Updated Road Map for Strong Market Entry
New Product Launch Spend: What It Takes To Win In The U.S. Market
Price: $8000.00 Free Excerpt Available
Educating KOLs, Physicians, Patients and Payers to Support Successful Product Launches
Educating the Marketplace to Support Successful Diabetes Product Launches
Shaping the Marketplace to Support Successful Oncology Product Launches: Tactics for Educating KOLs, Physicians, Patients and Payers
Launching Pharmaceutical Megabrands: Best Practices in Marketing Blockbusters
Price: $7962.00 Free Excerpt Available
Pharmaceutical New Product Commercialization: Preparing for Market Success
Price: $7795.00 Free Excerpt Available
Best Practices in Working with Patient Advocacy Groups: Building Effective Relationships
Price: $7500.00 Free Excerpt Available
Big Data in Pharma: Current & Future Trends for Big Data Utilization Across Medical, Commercial and HEOR Functions
Best Practices for Internal Communications Regarding Brands & Disease State
Price: $7400.00 Free Excerpt Available
Raising Disease State Awareness: Best Practices in Internal Brand Messaging for New Products
Price: $7200.00 Free Excerpt Available