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Best Practice Database
Product Launch » Influences on Market Entry
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While many factors affect a pharmaceutical new product launch, it's recognized that payers have become a critical factor in how a product fares in the marketplace. In response, organizations have incorporated a number of payer-related activities into their pre-launch and launch plans. In particular, launch leaders have learned to focus their efforts on educating payers about a new product and working with private and public payers to gain access for new products at or as soon as possible following launch.
Best Practices, LLC conducted this research study to discover successful strategies and tactics for educating payers on new therapies and winning managed markets access for new products. Launch leaders and managed markets executives can use this research to compare their approach to these payer-raekated launch interactions wtih the approaches used by leading organizations.
The research employed a data gathering approach that gleaned quantitative data from 44 executives and managers from 38 leading companies in pharmaceutical, biotechnology and medical device industries. In addition, six executives participated in in-depth interviews.