Pharmaceutical Product Launch Evaluation Excellence: Processes & Measures to Evaluate Launch Success

In this highly competitive and scrutinized marketplace, pharmaceutical and biotech companies have continuously examined the product launch process to cut costs and to increase performance. However, missing from the analysis is the last step of the process: evaluating the success or failure of the drug's market launch.

This benchmarking study identifies the full range of performance measures that launch leaders use to evaluate launch success, including sales measures, payer access and thought leader awareness. The report also identifies which performance measures research participants identified as effective for evaluating launch success. This research captures quantitative and qualitative data, yielding key insights into product launch evaluation at pharmaceutical and biotech companies. Executives and managers involved in new product launches can use this study to compare their launch evaluation programs with those at best-in-class organizations.

NOTE: The data in this research are segmented into two groups: Full Benchmark Class and Large Pharma Segment.

Industries Profiled:
Medical Device; Pharmaceutical; Biotech; Health Care; Diagnostic


Companies Profiled:
Medtronic; Organon; Myriad; Teva Pharmaceutical Industries Ltd; Theravance; Valeant; Abbott; Boehringer Ingelheim; Bristol-Myers Squibb; GlaxoSmithKline; Novo Nordisk; Sanofi-aventis; Roche

Study Snapshot

Best Practices, LLC used both field surveys and interviews to complete this study. In all, 19 sales and marketing leaders from 19 organizations contributed data. In-depth interviews were conducted with leaders from six of the participating companies.

Key topics include:

• Understand Product Launch Evaluation Process
• Determine Role of Forecasting in Evaluating Success
• Identify Key Performance Measures Used
• Review Importance of Specific Launch Evaluation Performance Measures
• Describe Process and Timetable for Recalibration of Launch Targets

Sample Key Findings

Most companies do not follow a standard launch evaluation process.

• Managing expectations, beyond the forecasts, is critical to guiding post-launch activity.
• Frequent cross-functional launch team meetings (pre- and post-launch) are the best means of identifying and resolving performance issues.

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.