Pharmaceutical New Product Planning Excellence: Market Research and Timing of Activities

STUDY OVERVIEW

The pharmaceutical New Product Planning function conducts activities that create a picture for how a new product will perform in the marketplace if it is approved by the FDA. For instance in the early stages of development, the NPP function will perform patient segmentation research to clarify what patients will benefit most from a potential therapy. Patient segmentation is just one of several types of market research studies that the NPP role will do for products in development.

Best Practices, LLC undertook this benchmarking study to provide NPP leaders with pharma industry benchmarks on when organizations conduct key market research activities for new products. The study also provides an overview of the current state of NPP in pharma and key patterns in NPP activities during the development process.

KEY TOPICS

• The State of New Product Planning
• New Product Planning Activities: Key Patterns And Activities
• New Product Planning Activities: Market Research

• When Does the Transition from New Product Planning to Inline (Brand) Marketing at Your Company Occur?
• NPP Activities during Each Stage of the Development Process
• NPP Activities during Phase 2 – Pre-Clinical and Phase 3 - Commercial Hand-off

• Timing of Exploratory – Disease State/Therapeutic Insight
• Timing of Patient Segmentation
• Timing of Patient Flow & Treatment Algorithm
• Timing of Healthcare Professional Segmentation
• Timing of Positioning Research
• Timing of Core Message Development
• Timing of Draft Launch Label – Market Research
• Timing of Managed Care Research/Health Outcomes
• Timing of Pricing – Secondary Data
• Timing of Pricing – Primary Pricing Research

• Market Research Kick-starts in Phase I/II for Global Teams and Phase II/III for Regional Teams: Except for Exploratory Study which starts in phase I, more than half of the global teams start 6 out of 9 market research activities in phase II. These activities are managed care research, patient segmentation, treatment algorithm, healthcare professional segmentation, pricing studies and market research for draft label. Positioning and core message development starts in phase III. More than 70% of regional teams start all but managed care research in phase III. More than 67% of the regional teams start managed care research in phase II.

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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