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New Study Delivers Road Map for Navigating Emerging Launch Landscape: 31 Commercial Leaders

CHAPEL HILL, N.C., Oct. 15, 2020/PRNewswire/ -- The launch environment has never been as challenging for pharma as it is now.

Faced with a stubborn pandemic and increased competitiveness, organizations are rethinking the factors that play the biggest role in launch success or failure in the current launch landscape and beyond.

In a wide-ranging research project that explores the pivotal success factors and failure points facing new product launches, Best Practices, LLC established a critical core set of factors that can make or break a market entry. For payers, the research found that the top value drivers were competitive efficacy, safety and health outcomes while the greatest risk was to misread pricing against competitors. The study includes key value drivers and success/risk factors for stakeholders such as thought leaders, physicians, payers and patients.

Key topics covered in this report include:

    Top success factors observed from launch leaders
    Current and future risks for launch
    The relative value of positioning and differentiation dimensions
    The most common failure points with leveraging efficacy and safety
    The relative value and importance of differentiation factors with different stakeholder audiences (Physicians, Payers, Patients)
    The effectiveness of engagement and education tactics across stakeholder audiences

The report, Launching New Biopharma Products in Competitive Markets: Critical Success Factors and Failure Points, presents a framework for launch success: the ability to differentiate, a defined target patient population, investment in launch activities, engagement of thought leaders, education of key stakeholders, demonstration of value, utilization of new technologies and avoidance of launch pitfalls.

To download a complimentary study excerpt, go to: https://www.best-in-class.com/rw105.htm.

Best Practices, LLC used both field surveys and interviews to complete this study. In all, this study engaged 31 commercial leaders at 27 companies through a benchmarking survey instrument and interviews. Research participants worked in such functions as marketing, commercial and product franchises.


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.