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» Products & Services » » Product Launch » Product Planning and Tracking

Pharmaceutical Product Launch Evaluation Excellence: Processes and Measures to Evaluate Launch Success

ID: PSM-376


Features:

17 Info Graphics

29 Data Graphics

340+ Metrics

27 Narratives


Pages: 55


Published: 2021


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Top pharma and biotech manufacturers have built launch systems which effectively assess launch performance and mitigate the risks associated with overspending or underfunding critical programs. These top performers are a minority, however, as most launch teams around the industry struggle to develop a strong product launch evaluation process and system to drive successful market entry.

Best Practices, LLC undertook this benchmarking research to help launch leaders identify and evaluate the performance measures used for successful pharmaceutical product launches. This report also reviews the role of forecasting in evaluating launch success, and examines the critical success factors and lessons learned for launching new pharmaceutical products in the 2020s.

Industries Profiled:
Medical Device; Biotech; Pharmaceutical; Biopharmaceutical; Health Care; Chemical; Consulting; Communications; Consumer Products; Clinical Research; Laboratories


Companies Profiled:
Alcon; Amgen; APR Applied Pharma Research; Arvelle Therapeutics; ASC Therapeutics; BeiGene; BIOCAD; Bioviiix; Dendreon Pharmaceuticals LLC; Eisai; Grünenthal; Genentech; GlaxoSmithKline ; Kala Pharmaceuticals; Inc.; Karyopharm Therapeutics; Klosterfrau Healthcare Group; Medexus Pharmaceuticals; MEDiSTRAVA; Merck Sharp & Dohme; NeuroTau; NexGen Healthcare Communications; Novartis; Novo Nordisk; Nutricia; Prothena; Sanofi; Sanofi Genzyme; Scilex Pharmaceuticals; Sunovion; Supernus; Theravance; UCB Pharma; Viatris

Study Snapshot

Best Practices, LLC engaged 37 leaders from 33 biopharmaceutical companies in this research through a benchmarking survey.

Key topics covered in this report include:

  • Understand Product Launch Evaluation Process
  • Determine Role of Forecasting in Evaluating Success
  • Identify Key Performance Measures Used
  • Review Importance of Specific Launch Evaluation Performance Measures
  • Describe Process and Timetable for Recalibration of Launch Targets

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • Most companies lock in forecasts a year before launch and adjust performance targets, if necessary, every 6 months after launch:
    • Because forecasts often serve as commitments to the firm’s financial plan, they cannot be adjusted easily.
    • For the same reasons, greater-than-expected success can lead to complacency.
    • Large pharma locks in forecast 11 months prior to launch while small-mid sized pharma 13 months before launch.
    • Post-launch, large pharma re-calibrate targets every 6 months while small-mid pharma does it every 5 months.
Table of Contents

Sr. No.
Topic
Slide No.
I.
Executive Summaryp. 3-7
Research Overviewp. 4
Universe of Learningp. 5
Key Findingsp. 6-7
II.
Launch Evaluation Processp. 8
III.
Key Performance Measuresp. 18
IV.
Recalibrating Targets Post-Launchp. 33
V.
Lessons Learnedp. 40
VI.
Participant’s Demographicsp. 44
VII.
Appendix: Detailed Data Slidesp. 46
VIII.
About Best Practices, LLCp. 55

    List of Charts & Exhibits

    I. Launch Evaluation Process

    • Benchmark companies' approach to product launch assessment
    • Interview narratives around the factor that shapes launch evaluation
    • Forecasting timeframe (in months) used to evaluate product performance - Total benchmark class
    • Forecasting timeframe (in months) used to evaluate product performance - Large pharma vs. Small-mid sized pharma
    • Interview narratives around the functions represented in the product launch forecasting team
    • Factors that affect launch forecasts
    • Interview narratives around the important steps for creating a sound launch forecast
    • Frequency of post-launch target (forecast or other metrics) recalibration - Total benchmark class
    • Frequency of post-launch target (forecast or other metrics) recalibration - Large pharma vs. Small-mid sized pharma

    II. Key Performance Measures

    • Effectiveness of the sales measures to determine whether the launch was successful or not - Total benchmark class
    • Effectiveness of the sales measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
    • Interview narratives around the best sales measures
    • Effectiveness of thought leader and physician awareness measures to determine whether the launch was successful or not - Total benchmark class
    • Effectiveness of thought leader and physician awareness measures to determine whether the launch was successful or not – Large pharma vs. Small-mid sized pharma
    • Interview narratives around striking the right balance between measures and activities
    • Effectiveness of payer access measures to determine whether the launch was successful or not - Total benchmark class
    • Effectiveness of payer access measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
    • Effectiveness of patient acceptance measures to determine whether the launch was successful or not - Total benchmark class
    • Effectiveness of adverse events and regulatory scrutiny measures to determine whether the launch was successful or not - Total benchmark class
    • Effectiveness of sales force performance measures to determine whether the launch was successful or not - Total benchmark class
    • Effectiveness of sales force performance measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
    • Other key performance measures used by benchmark companies to assess launch success
    • Interview narratives around quantitative and qualitative measures to help launch teams determine whether or not a product has successfully launched into the competitive marketplace

    III. Recalibrating Targets Post-Launch

    • Frequency of reviewing performance metrics with launch team
    • Methods used to review launch performance metrics - Total benchmark class
    • Methods used to review launch performance metrics - Large pharma vs. Small-mid sized pharma
    • Triggers used to determine whether or not corrective action (adjustments to launch plan) were required - Total benchmark class
    • Triggers used to determine whether or not corrective action (adjustments to launch plan) were required - Large pharma vs. Small-mid sized pharma
    • Critical launch success factors

    IV. Lessons Learned

    • Interview narratives around looking beyond the measures
    • Interview narratives around failures and successes
    • Learning from previous launches