Pharmaceutical Product Launch Evaluation Excellence: Key Performance Measures

STUDY OVERVIEW

Assessing the success of a pharma product launch is a complex yet critical activity to improve both product and process performance.

However, most launch teams around the industry struggle to develop a strong product launch evaluation system to drive successful market entry. Best Practices, LLC undertook this benchmarking research to help launch leaders identify and evaluate the performance measures used for successful pharmaceutical product launches.

This benchmark study presents benchmarks for informing and shaping evaluations of biopharma launches. In particular, this study examines key performance measures currently being used by pharma to evaluate new product launches.


KEY TOPICS

• Key Performance Measures

• Effectiveness of the sales measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of the sales measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
• Interview narratives around the best sales measures
• Effectiveness of thought leader and physician awareness measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of thought leader and physician awareness measures to determine whether the launch was successful or not – Large pharma vs. Small-mid sized pharma
• Interview narratives around striking the right balance between measures and activities
• Effectiveness of payer access measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of payer access measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
• Effectiveness of patient acceptance measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of adverse events and regulatory scrutiny measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of sales force performance measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of sales force performance measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
• Other key performance measures used by benchmark companies to assess launch success
• Interview narratives around quantitative and qualitative measures to help launch teams determine whether or not a product has successfully launched into the competitive marketplace

• Sales results, sales force performance, and payer access are the most important measures of launch success: These gross measures are of little help, however, in diagnosing problems or developing a plan to correct them
• Scrutiny of forecasting assumptions and more granular measures are often far more helpful in understanding and evaluating results
• Market share volume and net sales key tools used to assess sales performance. For large pharma, market share volume is seen as highly effective while for small-mid sized pharma net sales is a highly effective measure

Industries Profiled:
Biotech; Pharmaceutical; Health Care; Biopharmaceutical; Clinical Research; Laboratories; Consumer Products; Chemical; Medical Device; Communications; Consulting


Companies Profiled:
Amgen; Sanofi; Merck; Novartis; Eisai; Genentech; Sunovion; Grünenthal; GlaxoSmithKline ; Novo Nordisk; UCB Pharma; BIOCAD; Sanofi Genzyme; ASC Therapeutics; APR Applied Pharma Research; Prothena; Karyopharm Therapeutics; Alcon; Arvelle Therapeutics; BeiGene; Dendreon; NexGen Healthcare Communications; MEDiSTRAVA; Klosterfrau Healthcare Group; Kala Pharmaceuticals; Inc.; Bioviiix; Nutricia; Scilex Pharmaceuticals; NeuroTau; Medexus Pharmaceuticals; Theravance; Supernus; Viatris

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.