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25BMR




Products & Services

Managed Markets Market Research: Effective Structures & Activities for Gaining Maximum Payer Access & Insight

ID: PSM-233


Features:

4 Info Graphics

25 Data Graphics

400+ Metrics

30+ Narratives

25 Best Practices


Pages: 60


Published: Pre-2013


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • VIEW TOC AND LIST OF EXHIBITS

Study Overview


Commercial success of pharmaceutical products today depends increasingly upon understanding the needs of the commercial and government payers in the highly-influential Managed Markets sector. In response, savvy bio-pharmaceutical companies are seeking to improve their access to payers to develop the best possible Managed Markets insights before product launch.


This benchmark research study examines the corporate structures and activities for Managed Markets market research (MMMR) that are most effective for gaining payer insights and identifies best practices from Managed Markets market research executives at 11 leading pharmaceutical and biotechnology companies. Directors, managers and executives who oversee market research serving the Managed Markets function will be able to use the benchmark metrics and executive insights in this report to gain maximum payer access and insights.

Key Topics


  • Structure and organizational fit of function
  • Major pre-launch objectives for MMMR
  • Most effective activities for accessing hard-to-reach channel partners
  • Primary drivers of MMMR activities
  • Most critical pre-launch study types
  • Trends in staffing and focus
  • Advantages of dedicating resources for the function
  • Use of performance warranties
  • Job level of function's leadership
  • Key roles and responsibilities
  • Timing of key activities
  • Best practices
  • Pitfalls and Lessons Learned

Key Metrics

  • Functional home of MMMR
  • Organization to which MMMR reports
  • Job level of MMMR leader
  • Organizational structure
  • Effectiveness of current organizational structure
  • Principal drivers of activities
  • Percentage of qualitative vs. quantitative research
  • Top pre-launch objectives for MMMR
  • Global activities with greatest impact on strategic choices
  • Most effective activities for gaining insights on the overall MM sector
  • Most effective activities for gaining insights on hard-to-reach MM channel partners
  • Most effective activities for gaining access to hard-to-reach MM channel partners
  • Performance of activities by product development phase
  • Changes in research focus over the past 18 months
  • Top 3 most important types of pre-launch studies
  • Changes in staffing/ resource levels for MMMR in past 18 months

Methodology


The research involved participants from 11 leading pharmaceutical and biotechnology companies. Managed Markets executives at 10 companies contributed data and insights in an online survey. Best Practices, LLC analysts also conducted in-depth interviews with six of the research participants to develop executive insights and success factors.


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


Companies Profiled:
Abbott; Jazz Pharmaceuticals; Amgen; Alcon; GlaxoSmithKline; Johnson & Johnson; Novo Nordisk; Sepracor; Solvay America; Ther-Rx; Xanodyne Pharmaceuticals


Table of Contents

FIELD STUDY OVERVIEW 3
Research Objective 4
Definitions & Abbreviations 5
KEY FINDINGS 6
UNIVERSE OF LEARNING 9
Participating Companies 10
Company Size: Revenue & Number of Products 11
Industry Experience of Study Participants 12
STRUCTURE INSIGHTS 13
Managed Markets Market Research Can Be Effective in Variety of Functional
Homes 14
Market Research Is the Primary Functional “Home” for Managed Markets
Market Research 15
Group Reports into Managed Markets Organization at 50% of Firms 16
Activities Are Most Often Led by Director Level 17
Market Research Staff Performs Majority of Managed Markets Market Research 18
Most Rate Their Managed Markets Market Research Function Only “Somewhat
Effective” 19
Effectiveness Limited by Competition for Market Research Resources 20
Dedicated Managed Markets Market Research Staff & Resources Support
Effectiveness 21
RESEARCH TYPES THAT DELIVER GREATEST INSIGHT 22
Qualitative Research Is Primary Focus in Managed Markets 23
Market Research is Primary Driver of Managed Markets Market Research
Activities 24
Pricing Is the Most Important Pre-Launch Managed Markets Market Research
Study Type 25
PRE-LAUNCH OBJECTIVES THAT FOCUS RESEARCH 26
Reimbursement Needs are Top Pre-Launch Managed Markets Market Research
Focus 27
Use of Warranty or Guarantee Limited by Uncontrollables 28
Additional Pre-Launch Objectives 29
INNOVATIVE PRACTICES FOR DEVELOPING INSIGHTS 30
Ad Boards & Team Meetings Have Greatest Strategic Impact 31
Activities for Best Insights into Overall Managed Markets Sector 32
Payer Advisory Board Success Strategies 33
Account Manager Role in Managed Markets Sector is Expanding 34
In-Person Activities Best for Hard-to-Reach Payer Insights 35
Peer-to-Peer Team Meetings Improve Access to Payers 36
Account Managers Provide the Best Access to Hard-to-Reach Payers 37
Demonstrate Value to Access Hard-to-Reach Payers 38
Additional Activities for Hard-to-Reach Payers 39
Summary of Primary Managed Markets Market Research Activities & Roles 40
TIMING OF KEY MANAGED MARKETS MARKET RESEARCH ACTIVITIES 43
Managed Markets Market Research Activities Peak during Phase 3 44
Companies Shifting Focus to Earlier & Extended Managed Markets Research 45
Companies Find Benefits in Beginning Managed Markets Market Research
Earlier 46
KEY TRENDS, BEST PRACTICES & CRITICAL PITFALLS 47
Success Factors for Creating a High-Impact Managed Markets Market
Research Culture 48
Increasing Resources & Use of Account Managers are Trends 49
Best Practices: Structure & Communication 50
Best Practices: Activity Timing & Payer Discussions 51
Best Practices: Payer Insights & Access 52
Critical Pitfalls and Lessons Learned 53
APPENDIX: FULL SOURCE DATA 54
Pre-Launch Objectives 55
Impact of Global Activities on Strategic Choices 56
Activity Effectiveness for Overall Insights 57
Activities for Hard-to-Reach Partner Insights 58
Activities for Access Hard-to-Reach Partners 59
Global Activities Conducted at Each Development Phase 60
ABOUT THIS RESEARCH 61