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» Products & Services » » Product Launch » Resource Allocation

Resourcing a Successful Product Launch: Activity Investments

ID: 5598


Features:

3 Info Graphics

39 Data Graphics

850+ Metrics

1 Narratives


Pages/Slides: 54


Published: 2020


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 “Resourcing a Successful Product Launch: Activity Investments”

STUDY OVERVIEW

Changes in the market have altered investment patterns for launching a new pharmaceutical product. To keep up with the evolving market, pharma has to continually shift its investment patterns for the activities that support a new product launch.

Best Practices, LLC undertook this benchmarking research to support new product launch investment decisions at pharmaceutical and biotechnology companies. This metric-heavy research will support brand and marketing leaders in developing competitive launch and pre-launch activity budgets to ensure successful U.S. market entry for new products.

In particular, the study benchmarks the average cost for 12 key marketing, education and market access activities for a new pharmaceutical product launch. This study also probes the anticipated market changes impacting funding levels for launch activities.

This data will support brand and marketing leaders in developing optimal resourcing plans and fund allocations for their new brands based on PYSF, Therapeutic Areas, Product Types, and Physician Types

KEY TOPICS

  • Budget allocation to 12 key marketing, education and market access activities during and prior to launch
  • Industry investments for new pharmaceutical product launch from 3 years prior to launch, through launch year
  • Anticipated budget & activity trends

KEY METRICS
  • Average percent of total launch investment directed to each activity area per year
  • Proportional distribution of activity investment by year
  • Investment allocation distribution by 12 activity categories (year – 3, year – 2, year – 1, and launch year)
  • Year-over-year percent change of launch activity investment
  • How will recent and anticipated market changes impact funding levels for the following types of launch activities over the next 24-36 months?
  • Year – 3, year – 2, and year – 1’s investment focus on the listed activity categories

SAMPLE KEY FINDINGS
  • Market Research, Medical Affairs, Physician Education, and HEOR receive the highest proportion of investment across all activity categories in Year – 3.

METHODOLOGY

Best Practices, LLC engaged 48 marketing and commercial leaders from 38 leading pharmaceutical, biotech, and life sciences companies through a benchmarking survey instrument, capturing resourcing efforts from 51 product launches. More than 80% of the benchmark participants serve at the director level and above.


Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Medical Device; Manufacturing; Consumer Products; Chemical; Biopharmaceutical


Companies Profiled:
Abbott; AbbVie; Agenus; Astellas; Baxter International; Bayer; Biogen; Boehringer Ingelheim; CSL Behring; Cutanea Life Sciences; Dicerna Pharmaceuticals; EMD Serono; Ferozsons Laboratories Limited; Ferring Pharmaceuticals; Genentech; GlaxoSmithKline ; Grünenthal; Inspire Pharmaceuticals; Ipsen; Lilly; Lundbeck; Lupin; Nektar Therapeutics; Novartis; Noven Pharmaceuticals; Novo Nordisk; OncoCyte; OTSUKA; Pharmacyclics; Regeneron; Roche; Santhera Pharmaceuticals; Sebela; Servier; Shire; Sunovion; Takeda Pharmaceuticals; Tesaro; Teva Pharmaceutical Industries Ltd; Zydus Cadila

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.