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

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

• 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.

• 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.

• 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