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

• 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.

• 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.

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.