What it Takes to Successfully Launch an Oncology Product in the U.S. Marketplace: Recent Launches and Single-Indication Brands

STUDY OVERVIEW

There has been a flurry of new oncology products approved since 2010, but not all of them have had successful launches. Given the complexity of the oncology market, it is sometimes difficult to know where and how much to invest before, during and after a product's launch.

This benchmarking study is designed to provide investment and staffing benchmarks for oncology products that were launched in 2013 and later (and have no second indication as of 2017). The study focuses on two types of products: those that have launched recently and those that are single (sole) indication brands. The research includes total investment benchmarks across pre-launch, launch and post-launch periods as well as investment benchmarks across 10 key activities before and during launch. There are also staffing benchmarks for both types of products. The study will help marketing and brand leaders identify investment priorities for new oncology products across pre-launch, launch and post-launch activities.

KEY TOPICS

• Key Trends and Market Patterns
• First Launch Drilldown (Recent launches with no 2nd Launch as of 2017)
• Single-Indication Brand Investment Benchmarks

SAMPLE KEY METRICS

• How was First Indication Distributed in Marketplace?
• Impact of Distribution Method for First Indication on Subsequent Launches
• Projected Peak Annual Revenue for First Indication
• Estimated Total USD Spend (defined in question) for First Brand Indication
• Estimated Spend for First Indication for Launch Year -1, Launch, Launch Year +3
• Allocation for Activities for First Indication Product Launch Year -1, Year+3
• Total Staffing for First Indication for Launch Year -1, Launch
• For Launch Year -1 How Many Staff Members were Allocated to These 12 Activities
• Estimated Total Spend for Single Molecule, Single Indication Product
• Total Investment for Single Indication Brand for Launch Year -3,-2,-1, Launch
• Investment Allocation for Single Indication Brand for 10 Activities for Launch Year -3,-2,-1, Launch
• Total Staffing for Single-Indication Brand for Launch Year -3,-2,-1, Launch

SAMPLE KEY FINDING

• Average staffing for single-indication brands appears to triple for most companies between Year -3 and Year -2, and then grow by 4 – 10X to an average of 67 FTEs in the year before launch. Some products add more staff during launch year, while others dial back a bit.
  

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 various launch stages 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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