Pitfalls to Avoid for a Strong Cardiovascular Market Entry: Current and Future Risk Levels for Product, Market, Physician, Patient, Payer, Internal and Regulatory Pitfalls

STUDY OVERVIEW

For a new cardiovascular product to successfully enter the marketplace, organizations have to be vigilant of the many pitfalls that are part of the launch landscape. This research document highlights launch leaders' perspective on the current and future risk levels of potential pitfalls for critical cardiovascular launch factors such as product and market makeup, physicians, patients, payers, internal issues and regulatory. Pharmaceutical product launch leaders can use this study to better understand the potential pitfalls and stumbling blocks that they'll have to navigate as part of a new cardiovascular product entering the market.

KEY TOPICS

• Pitfalls and Stumbling Blocks
• Lessons learned, Best practices and Future changes

SAMPLE METRICS

• Estimate for the risk level of each product shaping pitfall that can derail a new cardiovascular product coming into a crowded market
• Estimate for the risk level of each market shaping pitfall that can derail a new cardiovascular product coming into a crowded market
• Estimate for the risk level of each physician pitfall that can derail a new cardiovascular product coming into a crowded market
• Estimate for the risk level of each patient pitfall that can derail a new cardiovascular product coming into a crowded market
• Estimate for the risk level of each payer stakeholder pitfall that can derail a new cardiovascular product coming into a crowded market
• Estimate for the risk level of each internal failure point that can derail a new cardiovascular product coming into a crowded market
• Estimate for the risk level of each regulatory pitfall that can derail a new cardiovascular product coming into a crowded market

SAMPLE KEY FINDING

• Physician-Level Pitfalls: Key Cardiology stumbling blocks reside with thought leaders, KOLs, critical specialists and health care access. Thought leaders & specialists are the highest risk physician stumbling blocks. Med education missteps can also be significant.
• Payer Risk Factors: Payer risk factors are in high alert across multiple therapeutic areas and across many fronts: Pricing, Priorities, Health Outcomes and Managed Markets. Looking ahead, approximately half of all participants see risk intensity continuing to rise.

METHODOLOGY

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, seven executives participated in in-depth interviews.

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