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Medical Affairs Role in New Product Planning Can Make or Break Success of a Launch

CHAPEL HILL, N.C. - June 27, 2013. New product planning (NPP) groups conduct many valuable activities that play a significant role in helping to set the stage for a successful product launch. The role of medical affairs, such as overseeing publications, KOL identification and education, is growing in importance for NPP groups.

While the role of medical affairs in new product planning is critical for large pharmaceutical firms as well as emerging pharma companies, the publication strategies used in each segment is unique. A Best Practices, LLC study found that 25 percent of participants in the Small Pharma Segment perform this activity as early as the pre-clinical stages in order to get recognition and support early on. In contrast, the large pharma segment typically started strategizing their publishing in Phase 1 and 2.

"New Product Planning: Role and Activities for Medical Affairs" provides Medical Affairs leaders with insights into the timing and value of the new product planning activities they are often responsible for. The report reflects on the current state of NPP efforts at best-in-class organizations, including nine of the Top 20 pharmaceutical companies.

Key study objectives included:

  • Assessing the current state of New Product Planning in Pharma
  • Providing an overview of NPP activities and timing during the development process
  • Reviewing the main Medical Affairs activities carried out during the development process and drilling down on their timing, intended outcomes, and value for the organization

This benchmarking research drew participation from 27 New Product Planning leaders at 25 pharma companies across the globe. Deep-dive interviews were conducted with leaders from 13 of the participating companies.

To access the full report or to download a complimentary summary containing insights found in this report, click here.

For more information on this study or other recent primary research studies, contact us at 919.403.0251. To learn more about best practices in Medical Affairs, visit our webpage to become a member of the Medical Affairs Consortium>> Join Our Medical Affairs Consortium.

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