1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
6345347D19EE82918852577C9004F2CA2
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/345347D19EE82918852577C9004F2CA2!OpenDocument
18
19OpenDocument
203.239.58.199
21
22
23www.best-in-class.com
24/bestp/domrep.nsf
25BMR




» Products & Services » » Product Launch » Influences on Market Entry

Report Summary: Success Factors and Failure Points in Biopharmaceutical Product Launches: An Updated Road Map for Strong Market Entry

ID: PSM-261A


Features:

67 Info Graphics

49 Data Graphics

550+ Metrics

38 Narratives

33+ Best Practices


Pages: 20


Published: Pre-2016


Delivery Format: Online


 

License Options:


Download FREE Excerpt

 

919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS

For report summary, click
"Buy Now".

Recent biopharmaceutical product launches have produced some stellar blockbuster successes – and just as many lackluster market entries. What changes have transformed the market landscape to make a new product launch so challenging? Best Practices®, LLC conducted this timely new benchmarking study to surface critical market-entry failure points and success factors.

The study, “Success Factors and Failure Points in Biopharmaceutical Product Launches: An Updated Road Map for Strong Market Entry,"will inform launch teams, marketers, brand managers, managed market executives and medical affairs leaders facing upcoming launches, new indications and line extensions.

Launch leaders can use the valuable insights and exhaustive data in this research study to carefully plan and effectively execute a launch road map that leads to marketplace success.

Industries Profiled:
Pharmaceutical; Medical Device; Biotech; Health Care; Chemical; Diagnostic; Manufacturing; Consumer Products; Media


Companies Profiled:
GlaxoSmithKline; Bristol-Myers Squibb; Roche; Lilly; Novartis; Merck; AstraZeneca; Genentech; Philips Children's Medical Ventures; TGC MedTech; MedImmune; Abbott; Amgen; Bayer; Actelion; Cephalon; Inc.; Teva Neuroscience; Novo Nordisk; Amylin; Laboratorios Deramtologicos Darier; IDS Canada; UCB Pharma; Bayer Schering Pharma; Quintiles; Merck Serono; Servier; Ther-Rx; ProCaps Laboratories; Baxter Healthcare; Urologix; Synapse biomedical; Talecris; NicOx; Eisai; Direct Supply; Shire; ChemGenex Pharmaceuticals; Takeda Pharmaceuticals

Study Snapshot

Best Practices, LLC used both field surveys and interviews to complete this study. In all, 44 launch leaders from 38 different companies from the pharmaceutical, biotechnology and medical device sectors contributed data, reflecting on almost 30 products. In-depth interviews were conducted with veteran leaders from six organizations.

Topics include:

  • Winning on Differentiated Product Positioning
  • Winning a Physician’s Initial Trial of a New Product
  • Articulating Benefits that Shape Positive Market Perception
  • New Product Pricing Strategy
  • Thought Leader Engagement
  • Early Physician Education
  • Payer Education
  • Patient Advocacy and Education
  • Preparing Market Constituents
  • Access Insights & Success Factors
  • Winning Hospital Formulary Access
  • Resource Allocation for Key Stakeholders in the Current & Future Marketplaces
  • Investment Requirements, Resource Allocation & Timing
  • Internal Launch Readiness
  • New Technologies for Informing Patients & Physicians
  • Pitfalls & Stumbling Blocks
  • Demonstrating Efficacy
  • Rating Different Safety Dimensions

Key Findings

Utilize New Technologies to Educate and Inform
  • New Marketing Tactics Are Rising To Help Replace “Brute Force” Approaches And Thereby Reduce Cost, Expand Reach and Accelerate Launch Speed: Giant sales forces have been reduced and slowly other marketing tactics and technologies are beginning to fill the gap. Increasingly, market-entry plans are including a host of leveraged marketing technologies and tactics as cornerstones of the launch.

Educate Key Stakeholders to Inform the Market
  • Engaging Payers With A Focus On Value: Engage payers early and across multiple fronts. Be prepared to speak to their interests on price and reimbursement – and be able to convert price-based conversations into value-based conversations illuminating health outcomes, comparative effectiveness and most valued label attributes.
Table of Contents

Summary of Business Issue, Key Insights, Findings and Lessons Learned p.4-18
  • Universe of Learning: Research Participants, Launch Experience, Cardiology, Metabolics & Other Therapeutic Area Demographics p.19-25
  • Winning on Differentiated Product Positioning p.26-33
  • Winning a Physician’s Initial Trial of a New Product p.34-35
  • Articulating Benefits that Shape Positive Market Perception p.36-38
  • New Product Pricing Strategy p.39-49
  • Thought Leader Engagement p. 50-55
  • Early Physician Education p.56-64
  • Payer Education p. 65-67
  • Patient Advocacy and Education p.68-70
  • Preparing Market Constituents p.71-75
  • Access Insights & Success Factors p.76-83
  • Winning Hospital Formulary Access p.84-85
  • Resource Allocation for Key Stakeholders in the Current & Future Marketplaces p. 86-88
  • Investment Requirements, Resource Allocation & Timing p.89-99
  • Internal Launch Readiness p.100-111
  • New Technologies for Informing Patients & Physicians p.112-115
  • Pitfalls & Stumbling Blocks p.116-130
  • Demonstrating Efficacy p.131-137
  • Rating Different Safety Dimensions p.138-144
  • Lessons Learned, Best Practices & Future Changes p.145-147
  • About Best Practices, LLC p.148