What it Takes to Successfully Launch an Oncology Product in the U.S. Marketplace: Investment Benchmarks

STUDY OVERVIEW

KEY TOPICS

• Key Trends and Market Patterns
• Total Investment Benchmarks Segmented by Peak Year Sales Forecast
• Investment Benchmark Analysis for Launch Activities
• U.S. Oncology Market-Entry Trends & Success Factors
• Total Launch Investment (Summing Year -3 to +3)
• Launch Investment by Year
• Launch Investment by Activity

SAMPLE KEY METRICS

• Total Product Launch Spending for each Product Launch Year: Year -3, -2,-1, Launch Year, +1, +2,+3
• Peak Year Sales Forecast Segments: Total Product Launch Spending for each Product Launch Year: Year -3, -2,-1, Launch Year, Year+1, +2,+3
• Spending Allocated for Each of These 15 Activities for each Product Launch Year: Year -3, -2,-1, Launch Year, Year+1, +2,+3
• Peak Year Sales Forecast Segments: Spending Allocated for Each of These 15 Activities for each Product Launch Year: Year -3, -2,-1, Launch Year, Year+1, +2,+3
• To Which Types of Oncologists were your First and Second Launches Marketed?
• Identify the Roles Played by Different Teams in Setting Product Launch Strategy
• Total Launch Spend for Solid Tumor vs. Hematologic Malignancies you Have Launched
• Total Launch Spend for Oncology Products Launched Before/During 2013 and after 2013

SAMPLE KEY FINDING

Launch Year

• Peak year sales forecasts seem the single greatest driver of overall launch investment and staffing levels.
  
• Many launches (60%) fall short of initial market-entry projections, but by Year +2 (or sooner) forecasts are revised to reflect the new market reality.

METHODOLOGY

This analysis probes Oncology product staffing levels for 12 companies and 20 U.S. project launches. Executives at the VP level, Functional Heads, Senior Directors and Directors were among the participants who informed this study. The analysis examines staffing allocations at each launch stage as well as across critical Medical and Commercial activities for various market-entry situations.

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


Companies Profiled:
EMD Serono; Tesaro; Amgen; Pfizer; OTSUKA; Nektar Therapeutics; Medivation; Astellas; Novartis; Bayer; Lilly; Regeneron

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