Resourcing a Successful Product Launch: Investment and Activities

STUDY OVERVIEW

The launch landscape for new pharmaceutical products has changed dramatically over the past decade. Companies can no longer afford to rely solely on past experiences when budgeting for a new product launch.

To help launch leaders develop better resourcing plans for new product launches, research and consulting leader Best Practices, LLC conducted a primary research study that examined launch cost and timing of key activities associated with a new pharmaceutical product launch. The study includes cost and timing benchmarks for each of the three years prior to launch as well as the launch year itself.
Data is for products launched between 2011 and 2013 or scheduled to launch between 2014 and 2017 in the U.S. market.

In particular, the study presents the average cost for new pharmaceutical product launch and the timing of 12 key marketing, education and market access activities during and prior to launch. The research also shows participants' perspectives on which activities will get more or less funding over the next 2-3 years.

Launch leaders can use this study to compare their overall launch costs and timing of activities with those of their peers.

This study includes segments for: Products targeting single specialty physicians; products targeting physicians across multiple specialties; and products targeting both primary and specialty physicians.

KEY TOPICS

• Launch Investment Benchmarks
• Launch Activity Benchmarks

• Total US investment for launch activities for your product in launch year and the three years prior to the US launch. Exclude only clinical trial costs.
• Which type of physician is your product primarily marketed to?
• Indicate which listed activities were included in your product's -3 year, -2 year, -1 year and launch year budgets.
• Indicate how funding levels for these listed launch activities will change in the next 2-3 years.

• Launch Spend Curve: Launch spending falls into a predictable curve with more than half of spend occurring during the launch year and the rest spent on the three years leading up to launch.
• HEOR More Important: Health economics, outcomes and payer education are activities that are of increasing importance earlier & at launch.

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.