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Products & Services Product Launch Product Launch Excellence

Resourcing a Successful Product Launch: Investment by Product Segment

ID: 5396


Features:

6 Info Graphics

31 Data Graphics

290 Metrics


Pages/Slides: 44


Published: 2016


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: Investment by Product Segment"

STUDY OVERVIEW

Changes in the market have altered investment patterns for launching a new pharmaceutical product. The result is that 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 new trends in launch cost. The study includes cost benchmarks for each of the three years prior to launch as well as the launch year itself. This perspective is presented across five segments: Peak Revenue; Drug Type; Launch Year; Product Position; and Therapeutic Area

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

This study includes investment segments for: Peak revenue; drug type; launch year; product position; and therapeutic area.

KEY TOPICS

  • Investment Data by Product Segment
  • Investment Data by Launch Year
  • Investment Data by Therapeutic Area

SAMPLE KEY METRICS
  • Projected peak annual revenue for product before launch
  • Peak Revenue Segment: Total US investment for pre-launch activities for your product in the three years prior to the US launch. Exclude only clinical trial costs.
  • Is the product you are answering for a biologic?
  • By Drug Type: Total US investment for pre-launch activities for your product in the three years prior to the US launch. Exclude only clinical trial costs.
  • Did your product launch in 2011-13 or 2014-17?
  • By Launch Year: Total US investment for pre-launch activities for your product in the three years prior to the US launch. Exclude only clinical trial costs.
  • Describe your product position at market entry
  • By Product Position: Total US investment for pre-launch activities for your product in the three years prior to the US launch. Exclude only clinical trial costs.
  • Indicate your product's primary therapeutic area
  • By Therapeutic Area: Total US investment for pre-launch activities for your product in the three years prior to the US launch. Exclude only clinical trial costs.

SAMPLE KEY FINDING

  • Projected peak revenue is the driving force behind launch investments. Year – 3 and year-2 investment for drugs hoping to earn more than 1 billion is 2 times that of drugs projecting less than $1 billion in revenue. Similarly, for launch and year – 1 spending ratio increases to 3:1 in favor of drugs projecting more than 1 billion revenue.
  • Specialty launches have become a focus of companies, as 75% target specialty care physicians only.

METHODOLOGY

This research engaged 34 marketing & commercial leaders from 27 leading pharmaceutical, biotech, and life sciences companies. Eleven study participants represent large pharma organizations, while the remaining benchmark class represent medium or small companies.

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


Companies Profiled:
Abbott; Cutanea Life Sciences; Abbvie; Pharmacyclics; Astellas; Sebela; Baxter Healthcare; Bayer; Boehringer Ingelheim; EMD Serono; Nektar Therapeutics; Grunenthal; Inspire Pharmaceuticals; Lundbeck; GlaxoSmithKline ; Novartis; Noven Therapeuticals; Novo Nordisk; Regeneron; Roche; Servier; Shire; Teva Pharmaceutical Industries Ltd; Zydus Cadila; Genentech; Lilly


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.