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» Products & Services » » Product Launch » Resource Allocation

Resourcing a Successful Product Launch: Influence of Market Archetypes and Activities Timing on Investment

ID: 5602


Features:

7 Info Graphics

35 Data Graphics

750+ Metrics


Pages/Slides: 49


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: Influence of Market Archetypes and Activities Timing on Investment”

STUDY OVERVIEW

Maximizing the uptake curve at product launch is driven by valuable positioning, aligned pre-launch stakeholder engagement, and preparedness. A significant factor in reaching these goals is appropriate investment in the right mix of commercial and medical activities, with the right timing and sequence.

Best Practices, LLC undertook this benchmarking research to support new product launch investment decision making at pharmaceutical and biotechnology companies. This research will support brand and marketing leaders in developing optimal resourcing plans for new brands based on market archetype. This study also provides benchmarks on investment timing for conducting 50+ key activities associated with a new pharmaceutical product launch.

KEY TOPICS

  • Industry investments for new pharmaceutical product launch from 3 years prior to launch, through launch year
  • Investment timing for conducting 50+ activities
  • Product and market characteristics

KEY METRICS
  • Indicate total U.S. investment for pre-launch activities for your differentiated product entering established market in the three years prior to the U.S. product launch
  • Indicate total U.S. investment for pre-launch activities for your differentiated products in novel treatment areas in the three years prior to the U.S. product launch
  • Indicate total U.S. investment for pre-launch activities for your upstart product entering a crowded market in the three years prior to the U.S. product launch
  • Please check all of the listed activities that were included in your product's year -3, year -2, year -1 and launch year budgets

SAMPLE KEY FINDINGS
  • Highly differentiated products entering established markets garner the most pre-launch investment on average among all market archetypes.

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.