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» Products & Services » » Product Launch » Product Launch Excellence

Pharmaceutical Product Launch Evaluation Excellence: Launch Evaluation Process and Lessons Learned

ID: 5676


Features:

11 Info Graphics

11 Data Graphics

50+ Metrics

14 Narratives


Pages/Slides: 30


Published: 2021


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "Pharmaceutical Product Launch Evaluation Excellence: Launch Evaluation Process and Lessons Learned"


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 process and 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 the launch evaluation process and the timetable for recalibration of launch targets. It includes lessons learned from study participants about launch evaluation.

KEY TOPICS

  • Launch evaluation process
  • Recalibrating targets post-launch
  • Lessons learned

SAMPLE KEY METRICS

I. Launch Evaluation Process

Benchmark companies' approach to product launch assessment
Interview narratives around the factor that shapes launch evaluation
Forecasting timeframe (in months) used to evaluate product performance - Total benchmark class
Forecasting timeframe (in months) used to evaluate product performance - Large pharma vs. Small-mid sized pharma
Interview narratives around the functions represented in the product launch forecasting team
Factors that affect launch forecasts
Interview narratives around the important steps for creating a sound launch forecast
Frequency of post-launch target (forecast or other metrics) recalibration - Total benchmark class
Frequency of post-launch target (forecast or other metrics) recalibration - Large pharma vs. Small-mid sized pharma

II. Recalibrating Targets Post-Launch

Frequency of reviewing performance metrics with launch team
Methods used to review launch performance metrics - Total benchmark class
Methods used to review launch performance metrics - Large pharma vs. Small-mid sized pharma
Triggers used to determine whether or not corrective action (adjustments to launch plan) were required - Total benchmark class
Triggers used to determine whether or not corrective action (adjustments to launch plan) were required - Large pharma vs. Small-mid sized pharma
Critical launch success factors

III. Lessons Learned

Interview narratives around looking beyond the measures
Interview narratives around failures and successes
Learning from previous launches

SAMPLE KEY FINDING
  • Most companies do not follow a standard launch evaluation process: Ad hoc launch evaluation elements are a natural consequence of differences in drug characteristics, therapeutic areas, competitive conditions, and market timing
  • 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

METHODOLOGY

This study engaged 37 leaders at 33 life sciences companies and organizations to identify and evaluate performance measures used for successful pharmaceutical product launch.

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.