Competitive Product Launch Resourcing: Influence of Market Archetypes on Resourcing

• Industry investments for pharma product launches (pre-launch years to launch year)
• Launch resource allocation by market archetype
• Balancing pre-launch and launch-year priorities

• Commercial investment allocation by activity category for launch years – 3, – 2, – 1, and the launch year
• Medical activity and patient access value allocation by activity category for launch years – 3, – 2, – 1, and the launch year
• Total investment in pre-launch and launch years for differentiated products entering new and established treatment areas (in million USD)
• Investment per $1K PYSF for differentiated products in novel and established markets, year by year
• Yearly investment for different commercial, medical, and patient access value activities for differentiated products in novel and established markets
• Pre-launch and launch year investment for upstart products entering crowded markets (in million USD)
• Investment per $1K PYSF for upstart products entering crowded markets
• Yearly investment for different commercial, medical, and patient access value activities for upstart products in crowded markets

• Launch Investment for Upstart Products Entering Crowded Markets: Assets entering crowded markets see significantly reduced pre-launch resourcing, with a barrage of investment during launch year to capture share.

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