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New Product Development » New Product Development: Structure and Functions
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"Pharmaceutical Early-Stage Commercialization: Structure & Functions that Lead to Success"
Long and costly product development cycles make it essential for pharmaceutical companies to maximize limited staff and resources to the development of compounds with the greatest potential market value. Leading companies are integrating commercial insights earlier into the new product process in an effort to identify and target promising compounds, reduce development cycle time, focus resources for greatest impact and increase their potential for launching a blockbuster drug.
Early-Stage Commercialization functions/activities take place during pre-clinical and Phases I and II development. The activities range from therapeutic opportunity and competitive landscape assessments to thought-leader focus groups and initial pricing studies.
Best Practices, LLC conducted research for this study to identify organizational structures that optimize the early-stage commercialization process and when in the product development cycle key commercialization functions/activities are conducted. The research also investigated when organizations most often transition commercialization responsibilities from early-stage groups to in-line groups.
Through this study, pharmaceutical executives involved with early-stage commercialization activities can improve early-stage decision making and enhance product design to gain an overall competitive advantage in the marketplace.
NOTE: The data in this research are segmented into two parts: Large Pharma and Full Benchmark Class.
Pharmaceutical; Biotech; Manufacturing; Consumer Products; Diagnostic; Medical Device; Chemical; Health Care
Abbott Laboratories; Allergan; Alexion Pharmaceuticals; Altus Biologics; Amgen; AstraZeneca Pharmaceuticals; Bayer; Eli Lilly; Genentech; GlaxoSmithKline; Human Genome Sciences; Intervet International (part of Schering-Plough); Merck; Neurocrine Biosciences; Novartis; Roche; Shire; Solvay Pharmaceuticals; Teva Pharmaceutical Industries Ltd; Vertex Pharmaceuticals
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