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Products & Services Product Launch Resource Allocation

Winning in the U.S. Marketplace: Pre-launch and Launch Activity Investment Benchmarks for New Products

ID: 5123


Features:

6 Info Graphics

25 Data Graphics

400+ Metrics


Pages/Slides: 43


Published: Pre-2013


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "Winning in the U.S. Marketplace: Pre-launch and Launch Activity Investment Benchmarks for New Products"

STUDY OVERVIEW

There is no way around it: New product launches are expensive. While organizations recognize the importance of the many activities carried out pre-launch and at launch, they also are constantly facing cost-cutting pressures. In order for launch leaders to effectively carry out pre-launch and launch activities while keeping costs in line, they need to know two things: What are adequate spend levels for the various launch activities and how much should they spend on each activity at key points pre-launch.

To shed light on these elusive, yet critical, questions, Best Practices, LLC has published a new study on launch spend that delivers benchmarks on investment frequency and levels across 12 key marketing, education and payer activities during and prior to launch.

This timely study will help biopharmaceutical leaders develop competitive launch and pre-launch activity budgets to ensure successful U.S market entry for new products. The study provides qualitative insights and quantitative metrics that will help companies chart effective budget strategies and allocate funds for new brands.


KEY TOPICS

  • Launch activities funded during four years leading up to and including launch year
  • Projected changes in importance of key launch-related activities
  • Average launch investment allocation for 12 key launch activities
  • Success factors
  • Most important future activities


SAMPLE KEY METRICS
  • Launch activities funded in each of the three yeas prior to launch and during launch year
  • Anticipated changes to funding levels for launch activities in next 2-3 years
  • Average launch investment for 12 key launch activities for all products, specialty products, primary care products and oncology products
  • Current and future most important areas to consider in setting launch budgets


SAMPLE KEY FINDING
  • Future Changes Claiming Increased Investments: Health Outcomes and Health Economics Research are expected to grow significantly in importance in the next three years with 96% estimating that funding for these activities will claim a greater share of future budget resources. Eighty-four percent of companies expect Managed Markets and Access funding levels to increase. Medical Affairs and patient education also are rising areas that will impact funding in the next few years.


METHODOLOGY

Twenty-seven executives and managers at 23 leading biopharmaceutical companies participated in this benchmarking research. Directors and Vice Presidents make up more than three-quarters of the benchmark class.

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


Companies Profiled:
Abbott Laboratories; ProStrakan; Amylin; Astellas; Bausch & Lomb; Baxter Healthcare; Bayer Healthcare; Bristol-Myers Squibb; EMD Serono; Genzyme; GlaxoSmithKline; Inspire Pharmaceuticals; Lundbeck; Merck; Noven Therapeuticals; Novo Nordisk; Onyx Pharmaceuticals; Regeneron; Roche; Sanofi-aventis; Shire; Teva Pharmaceutical Industries Ltd; Xanodyne Pharmaceuticals


If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.