Pharmaceutical New Product Planning Excellence: Medical Affairs, Brand Strategy and Timing of Activities

STUDY OVERVIEW

The pharmaceutical industry's New Product Planning (NPP) function has become the central conduit for assessing potential therapies as they progress through the three stages of drug development. NPP engages in a series of activities designed to determine the market fit and potential profitability of identified candidates and to prepare for key commercial activities, such as positioning and branding. Two of the critical areas that the NPP function assess are medical affairs and brand strategy.

Best Practices, LLC undertook this benchmarking study to determine which medical affairs and brand activities should be conducted and when for the NPP group. The study identifies the timing of key medical affairs and brand strategy NPP activities in launch & pre-launch. The research also includes chapters on the current state of NPP in the pharma sector and key patterns in the timing of NPP activities.

KEY TOPICS

• The State of New Product Planning
• New Product Planning Activities: Key Patterns And Activities
• New Product Planning Activities: Medical Affairs
• New Product Planning Activities: Brand Strategy

• Timing of Medical Affairs Activities
• Timing of Publication Strategy & Planning
• Timing of Branding of the Science
• Timing of Medical Meeting Plan
• Timing of Thought Leader Management (HCP/Payer)
• Timing of Thought Leader Identification (HCP/Payer)
• Timing of Advisory Boards
• Timing of Advocacy Groups ID/ Management
• Timing of Brand Strategy Activities
• Timing of Positioning
• Timing of Development of Brand
• Timing of Generic Naming
• Timing of Trade Naming
• Timing of Trade Packaging/Formulations

• Branding Activities for Global & Regional Teams Start in Phase II and Phase III Respectively: More than 67% of global teams start trade packaging, generic naming and positioning in phase II, while close to 88% of global companies start brand development and trade naming in phase III. More than 75% of regional teams start all but generic naming in phase III.

METHODOLOGY

For this research project, Best Practices, LLC engaged 19 leaders from 15 leading pharmaceutical, biotech, and life sciences companies.

Industries Profiled:
Biopharmaceutical; Pharmaceutical; Medical Device; Biotech; Health Care; Clinical Research; Laboratories; Manufacturing; Consumer Products; Diagnostic


Companies Profiled:
Alkermes; Zydus Cadila; GlaxoSmithKline ; Astellas; Roche; Novartis; Sanofi; Pfizer; Takeda Pharmaceuticals; Cytokinetics; Allergan; Medicago; Bayer; Galderma; Wockhardt

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