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Best Practices in Global Pharmaceutical Launches

ID: SM-120


Pages: 199


Published: Pre-2013


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Discover how the world's leading pharmaceutical companies develop global launch strategies, manage launch teams, cultivate thought leader support, integrate marketing activities, and conduct a host of other critical launch activities.

Industries Profiled:
Pharmaceutical; Health Care; Biotech; Medical Device


Companies Profiled:
Merck; Sanofi-aventis; Eli Lilly; GlaxoSmithKline; Novartis; Pfizer; Johnson & Johnson; Bristol-Myers Squibb; AstraZeneca; Roche; Schering-Plough


Study Snapshot

This Best Practices Benchmarking® Report identifies the winning strategies, practices and investment patterns that distinguish successful global marketing launches. These project findings are designed to  enable you and your team to move knowledgeably forward toward the objective of developing your own world-class marketing launch capabilities.

The report includes:

  • Analysis of the multi-year marketing launch investment and expense patterns of successful products.
  • Profiles of leading pharmaceutical companies’ approaches to structuring global marketing organization.
  • Identification of best management practices employed during key launch activities.
  • Key Lessons Learned in planning and coordinating successful global product launches.

The leading practices, managerial insights and benchmark metrics in this report are drawn from in-depth surveys and lessons learned interviews with more than 26 executives at several leading pharmaceutical companies. The project team, composed of seasoned experts and analysts at Best Practices, LLC, probed 12 product launches in-depth.

Companies Interviewed/Surveyed
Product Launches Analyzed
    • Merck
    • Eli Lilly
    • Pfizer
    • GlaxoSmithKline
    • Wyeth
    • Novartis
    • Johnson & Johnson
    • Bristol-Myers Squibb
    • Sanofi-Aventis
    • Roche
    • Schering-Plough
    • AstraZeneca
    • Cozaar
    • Fosamax
    • Zyprexa
    • Lescol
    • Lipitor
    • Xalatan
    • Imitrex / Imigran
    • Zoloft
    • Ceftin
    • Paxil
    • Cardizem
    • Zofran
Additionally, pharmaceutical product launch information was gathered from various other sources, including Best Practices, LLC’s own proprietary databases, other public and private databases, literature reviews, and on-line data research.

Key Findings

Benchmark study findings are organized into an executive summary and two parts:

Executive Summary – The executive summary outlines the five top "Lessons Learned," as identified by benchmark partners and Best Practices, LLC project analysts. Studying these lessons learned will help benchmark partners frame their overall thinking about global marketing launch decisions. Accompanying charts provide one-glance summaries of the key learnings of the project.

Survey Data Analysis
– Based on benchmark partners’ survey responses, this section analyzes investment patterns, activity timing and organizational structure for global marketing launches. It also identifies key launch activities that have the greatest impact on product success. This section contains seven sub-sections: Benchmark Methodologies, Survey Data Overview, Thought Leader Development, Sales Force Support, Marketing Activities, Market Research, and Life Cycle Management.

Interview Analysis
– Lessons Learned, Best Practices and Key Trends: Part II addresses critical strategic learnings identified by benchmark partners.  It is divided into seven sub-sections: Global Marketing Launch Strategy and Structure, Managing Cross-Functional Teams, Thought Leader Development, Sales Force Support, Market Research, Marketing Activities, and Life Cycle Management.


Table of Contents

EXECUTIVE SUMMARY 1
Project Background 1
Report Structure and Organization 2
Benchmark Class 2
Key Project Findings 3
Summary of Lessons Learned 4
Next Steps 6
Project Maps 8

PART I - SURVEY DATA ANALYSIS 9

Benchmark Methodologies 11
Project Management Process Map 12
Benchmark Survey & Lessons Learned Interviews Demographics 13
Survey Respondent/Interviewee Demographics 14
Survey Data Overview 15
Uptake Power Analysis 16
Total Product Launch Spending 17
Product Launch Spending by Phase 18
Percent of Product Launch Spending by Activity 19
Level of Product Launch Spending by Activity 20
Timing of Global Launch Activities 21
Staffing of Global Launch Teams 22
Composition of Global Launch Teams 23
Prioritization of Key Launch Activities 24
Thought Leader Development 25
Prioritization of Key Launch Activities 26
Product Launch Spending 27
Timing of Key Launch Activities 28
Responsibility for Key Launch Activities 30
Advisory Board Size 31
Advisory Board Meeting Frequency 32
Advisory Boards at Different Levels 33
Sales Force Support 34
Prioritization of Key Launch Activities 35
Timing of Key Launch Activities 36
Responsibility for Key Launch Activities 38
Market Research 39
Prioritization of Key Launch Activities 40
Timing of Key Launch Activities 41
Responsibility for Key Launch Activities 43
Marketing Activities 45
Prioritization of Key Launch Activities 46
Promotional Spending by Target Audience 47
Timing of Key Launch Activities 48
Responsibility for Key Launch Activities 50
Life Cycle Management 52
Timing of Key Launch Activities 53
Responsibility for Key Launch Activities 55
Path Forward 56
Market Uptake Exercise Scenario 57
Market Uptake Action Planning 58

PART II – INTERVIEW ANALYSIS: LESSONS LEARNED, BEST
PRACTICES AND KEY TRENDS 59

CHAPTER 1: GLOBAL MARKETING STRATEGY & STRUCTURE 60
Global Marketing Launch Strategy & Structure 63
Global Market Uptake Strategy 64
Investment for Maximum Impact 69
Launch Action Planning 70
Ongoing Learning & Operational Excellence 76

CHAPTER 2: CROSS FUNCTIONAL LAUNCH TEAMS 79
Managing Cross Functional Launch Teams 81
Launch Team Structure 83
Figure 2.1-Three Key Factors to a Successful Launch 85
Figure 2.2-Global Franchise Team 87
Figure 2.3-Central (Global) Functions 87
Figure 2.4-Global Strategy 88
Incentives and Support 91
Ongoing Marketing Activities 94
Figure 2.5-Cross Functional Product Strategy Team 95

CHAPTER 3: THOUGHT LEADER DEVELOPMENT 98
Thought Leader Development for Global Pharmaceutical Launches 101
Thought Leader Targeting & Segmentation 102
Figure 3.1-Thought Leader Systems 107
Thought Leaders and New Drug Development 108
Figure 3.2-Meetings per year Pre-Launch 110
Figure 3.3-Meetings per year Post-Launch 110
Medical Meeting Preparation 111
Long-Term Relationship Cultivation 113

CHAPTER 4: SALES FORCE SUPPORT 116
Sales Force Support 119
Sales Force Deployment 120
Sales Force Compensation and Resource Allocation 127
Performance Review 129

CHAPTER 5: MARKET RESEARCH 131
Market Research 133
Product Marketing and Management 135
Figure 5.1-Organizational Structure and Responsibility of
Cross-Functional Product Strategy Teams 137
Global Distribution of Market Knowledge 143
Market Research Funding and Staffing 146
Market Segmentation Methods, Tools, and Techniques 147
Figure 5.2-Sales Targeting Prioritization Matrix 148

CHAPTER 6: MARKETING ACTIVITIES 151
Marketing Activities 155
Product Branding 157
Figure 6.1-Trademark Development Process 160
Figure 6.2-Percentage of Drugs with Trademarked Names 163
Figure 6.3-Internal Use of Trademarks 164
Promotional Messages and Materials 167
Marketing Materials Development 169
Figure 6.4-Managing Marketing Materials 175
Physician Targeting 179
Direct-To-Consumer Promotion 181
Managed Care Organization Management 185
Partnerships between R&D and Marketing 187
Meeting and Event Sponsorship 192
Figure 6.5-Event Spending 193
Figure 6.6-Event Spending During Launch 194
Figure 6.7-Meetings and Events Benefits 196

CHAPTER 7: LIFE CYCLE MANAGEMENT 199
Life Cycle Management 201
Figure 7.1-Sales Revenue vs. Product Lifetime 201
Figure 7.2-Clinical Spend vs. Product Lifetime 201
Figure 7.3-Mktg & Comm. Development Spend vs. Product Lifetime 201
Blockbuster Life Cycle Management 203
Resource Allocation for Life Cycle Management 210
Product Life Extension through Multiple Formulations 213
Figure 7.4-Marketing Relationships 217
Figure 7.5-Creating Barriers to Entry 219
Formulation Decisions and Key Value Drivers 221
Figure 7.6-Key Formulation Planning Indicators 226
Market Focus and Formulation Development 227


    List of Charts & Exhibits

    Global Marketing Launch - Interview Key Learnings
    Global Marketing Launch - Key Strategy Areas
    Project Management Process Map
    Benchmark Survey & Lessons Learned Interview Demographics
    Survey Respondent/Interviewee Demographics
    Uptake Power Analysis
    Top Product Launch Spending
    Product Launch Spending By Phase
    Percent of Product Launch Spending by Activity
    Level of Product Launch Spending by Activity
    Timing of Global Launch Activities
    Staffing Of Global Launch Teams
    Composition of Global Launch Teams
    Prioritization of Key Launch Activities
    Thought Leader Development: Prioritization of Key Launch Activities
    Thought Leader Development: Product Launch Spending
    Thought Leader Development: Timing of Key Launch Activities 1
    Thought Leader Development: Timing of Key Launch Activities 2
    Thought Leader Development: Responsibility for Key Launch Activities
    Thought Leader Development: Advisory Board Size
    Thought Leader Development: Advisory Board Meeting Frequency
    Thought Leader Development: Advisory Boards at Different Levels
    Sales Force Support: Prioritization of Key Launch Activities
    Sales Force Support: Timing of Key Launch Activities 1
    Sales Force Support: Timing of Key Launch Activities 2
    Sales Force Support: Responsibility for Key Launch Activities
    Market Research: Prioritization of Key Launch Activities
    Market Research: Timing of Key Launch Activities 1
    Market Research: Timing of Key Launch Activities 2
    Market Research: Responsibility for Key Launch Activities 1
    Market Research: Responsibility for Key Launch Activities 2
    Marketing Activities: Prioritization of Key Launch Activities
    Marketing Activities: Promotional Spending by Target Audience
    Marketing Activities: Timing of Key Launch Activities 1
    Marketing Activities: Timing of Key Launch Activities 2
    Marketing Activities: Responsibility for Key Launch Activities 1
    Marketing Activities: Responsibility for Key Launch Activities 2
    Life Cycle Management: Timing of Key Launch Activities 1
    Life Cycle Management: Timing of Key Launch Activities 2
    Life Cycle Management: Responsibility for Key Launch Activities
    Market Uptake Exercise Scenario
    Market Uptake Action Planning 1
    Market Uptake Action Planning 2
    Shifting Responsibility Between Country Units and Global Teams
    Pre-Launch Advisory Boards Meeting Frequency
    Post-Launch Advisory Boards Meeting Frequency
    Organizational Structure and Responsibility of Cross-Functional Product Strategy Teams