In this highly competitive and scrutinized marketplace, pharmaceutical and biotech companies have continuously examined the product launch process to cut costs and to increase performance. However, missing from the analysis is the last step of the process: evaluating the success or failure of the drug's release.
Excellence in product launch evaluation across multiple product launches sets protocols around the launch evaluation process, key performance measures and recalibration of targets post-launch. This research captures quantitative and qualitative data, yielding key findings and insights, around the current and future landscape of product launch evaluation at pharmaceutical and biotech companies.
Best Practices, LLC used both field surveys and interviews to complete this study. In all, 19 sales and marketing leaders contributed data. In-depth interviews were conducted with leaders from six of the participating companies.
NOTE: The data in this research are segmented into two groups: Full Benchmark Class and Large Pharma Segment.