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Products & Services Product Launch Resource Allocation

What it Takes to Successfully Launch an Oncology Product in the U.S. Marketplace

ID: PSM-341


Features:

13 Info Graphics

112 Data Graphics

1630+ Metrics

6 Narratives

3 Best Practices


Pages: 148


Published: 2017


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Pharmaceutical companies launching an oncology product in the United States often face crowded markets and regulatory constraints. As more and more oncology products make their way through the development and approval process in the U.S., it is important for pharma companies to optimize their launch investment and staffing levels for key activities and functions before, during and post launch to ensure successful market entry.

Also, organizations often pursue a second indication for the same oncology product in order to not only expand a product's patient base but also to leverage savings on launch investment by using infrastructure and resources from the first indication launch.

Best Practices, LLC undertook benchmarking research to inform oncology launch teams with evidence-based benchmarks around investment, staffing and timing requirements to successfully launch new oncology drugs in the U.S. market.

In particular, the report benchmarks investment levels at each launch stage as well as budget and staffing allocation across critical Medical and Commercial activities for various market-entry situations or market-entry archetypes: portfolios featuring multiple molecules which treat single or multiple indications, and portfolios using single molecules to treat individual cancer types. It also probes key U.S. oncology market-entry trends and success factors and explores the synergy or franchise effects where multiple oncology products and indications create lift through shared infrastructure.

Industries Profiled:
Pharmaceutical; Manufacturing; Biotech; Consumer Products; Diagnostic; Medical Device; Biopharmaceutical; Health Care


Companies Profiled:
Astellas; Bayer; EMD Serono; Lilly; Medivation; Nektar Therapeutics; Novartis; OTSUKA; Pfizer; Regeneron; Tesaro; Amgen

Study Snapshot

This research probes oncology product investment levels for 12 companies and 20 U.S. project launches across pre-launch, launch and post-launch periods to inform U.S. Oncology Launch teams in each of the following key intelligence areas:


I. Peak Year Sales Forecasting

  • Overall Investment and Staffing Drivers
  • ROI Indicators
  • Launch Investment & Staffing

II. Pre-Launch, Launch Year, and Post-Launch Investment Levels
  • Allocation to Critical Medical & Commercial Activities by Year
  • Allocation to Critical Activities by Year (according to Peak Year Sales Forecast)

III. Multi-Indication and Portfolio Leverage
  • Synergies for Launching New Indications and Changing Indications over Time
  • Top Cost Savings and Staffing Savings Areas

IV. Key U.S. Oncology Market-Entry Trends & Success Factors

Key Findings

  • Year -2

    Medical Affairs consume three times as many FTE resources as marketing in Year -2. In fact, Medical Affairs is the largest staffing category in that timeframe. Medical Affairs adds staff starting from Year -3 and drastically increases personnel in Year -1.

  • Year -1

    Market access spending jumps significantly (up to the 4th highest spend area) during Year -1.

  • Launch Year

    Sales, medical affairs, and managed markets staff all jump up in Launch Year. One year post-launch, sales and managed markets staffing levels peak. Brand-specific marketing FTEs increase steadily, peaking during the Launch Year.


Table of Contents

I.Benchmark Study Backgroundpgs. 3-8
II.Key Trends and Market Patternspgs. 9-11
III.Key Findingspgs. 12-16
IV.Total Investment & Staffing Benchmarks Segmented by Peak Year Sales Forecastpgs. 17-21
V.Staffing and Investment Benchmark Analysis for Launch Activitiespgs. 22-30
VI.Franchise Leverage or Synergypgs. 31-35
VII.U.S. Oncology Market-Entry Trends & Success Factorspgs. 36-40
VIII.Total Benchmark Class Launch Data & Analysispgs. 41-74
Total Launch Investment (Summing Year -3 to +3)pgs. 42-48
Launch Investment by Yearpgs. 49-55
Launch Investment by Activity pgs. 56-63
Launch Staffing by Yearpgs. 64-74
IX.Line Extension Data & Analysispgs. 75-134
1st to 2nd Launch Investment Leveragepgs. 76-82
1st to 2nd Launch Staffing Leveragepgs. 83-87
1st to 2nd Launch Tactical Comparisonpgs. 88-96
First Launch Drilldown (Multi-Indication Brands)pgs. 97-112
Second Launch Drilldown (Multi-Indication Brands)pgs. 113-119
First Launch Drilldown (Recent launches with no 2nd Launch as of 2017)pgs. 120-134
X.Single-Indication Brandspgs. 135-147
XI.About Best Practices, LLCpg. 148

    List of Charts & Exhibits


    Total Investment and Staffing Benchmarks Segmented by Peak Year Sales Forecast:
    Drill down analysis of resource utilization across 7-year time horizon and segmented by market potential forecast
    • Total spending for each year during product launch
    • Total spending for each year during product launch - segmented by product’s pre-launch peak year sales forecast
    • Total staffing for each year during product launch
    • Total staffing for each year during product launch - segmented by product’s pre-launch peak year sales forecast
    Staffing and Investment Benchmark Analysis for Launch Activities: Drill down analysis for +25 areas of launch investment and staffing
    • Staffing allocation for a single indication by year
    • Key FTE growth drivers
    • Launch investment allocation (mean) by activity for all years – total benchmark class, lower-PYSF oncology products (PYSF <$750 Million) and high-PYSF oncology products (PYSF $750 Million - $2 Billion)
    • FTE allocation (mean) by activity for all years– total benchmark class, lower-PYSF oncology products (PYSF <$750 Million) and high-PYSF oncology products (PYSF $750 Million - $2 Billion)
    Franchise Leverage or Synergy: Probes the extent to which multi-indication and multi-molecule portfolios create infrastructure leverage to lower costs for subsequent indications launching in the franchise
    • FTE savings and cost savings via portfolio leverage from first launched indication to second launched indication
    • Total spend in USD by year – market entry segmented by first and second indications launched
    U.S. Oncology Market-Entry Trends & Success Factors
    • Spending allocated to different activities during year -3
    • Types of oncologists targeted for first and second launches
    • Roles (lead, support, no role) played by different teams in setting product strategy
    • Structure of brand teams associated with multiple indications/molecules
    Total Benchmark Class: Total Launch Investment Summing Year -3 to +3: Examines a wide variety of oncology launches from 2011-2019; includes individual launches and multi-indication portfolio launches
    • Total spend in USD for all the oncology products launched (aggregation of year -3 to +3) - by portfolio therapy area, by launch era, by market-entry scenario and by target physician type
    • Total spend in USD for the oncology products launched - aggregation of year -3 to +3 for co-promoted products
    • Best practices and common pitfalls for developing and promoting Oncology products with a partner company
    Total Benchmark Class: Launch Investment by Year: Examines a wide variety of oncology launches from 2011-2019; includes individual launches and multi-indication portfolio launches
    • Total spending for each year during product launch (year -3 to year +3)
    • Launch investment level by year - portfolio therapy area, launch era, market-entry scenario and target oncologist type
    Total Benchmark Class: Launch Investment by Activity: Examines a wide variety of oncology launches from 2011-2019; includes individual launches and multi-indication portfolio launches
    • Investment allocation by activity for year –3, year –2, year –1, launch year, year +1, year +2 and year +3
    Total Benchmark Class: Launch Staffing by Year: Examines a wide variety of oncology launches from 2011-2019; includes individual launches and multi-indication portfolio launches
    • Staffing allocation by activity for year –3, year –2, year –1, launch year and year +1
    • Staffing trend: Number of Medical Affairs/MSLs, Managed Markets FTEs (dedicated to portfolio), Brand-Specific Marketing FTEs, Market Research/Analytics FTEs, Managed Markets FTEs (dedicated to brand) allocated during year –3, year –2, year –1 and launch year
    Line Extension: 1st to 2nd Launch Investment Leverage: Compares the first launches in an oncology portfolio to the launch of subsequent indications
    • First launch investment allocation for different activities during year -3, year –2, year –1 and launch year
    • Second launch investment allocation for different activities during year –1 and launch year
    Line Extension: 1st to 2nd Launch Staffing Leverage: Compares the first launches in an oncology portfolio to the launch of subsequent indications
    • For the first molecule/indication launched, number of staff members allocated to different activities during year -1 and launch year
    • For the second molecule / indication launched, number of staff members allocated to different activities during year -1 and launch year
    Line Extension: 1st to 2nd Launch Tactical Comparison: Compares the first launches in an oncology portfolio to the launch of subsequent indications
    • Distribution methods for the first and second launch
    • Product market entry type for the first and second launch
    • Year in which first project was launched or is expected to launch if not yet on the market
    • Pre-launch peak annual revenue projection (in USD) for the first and second projects
    • Performance of first and second launches relative to participating company's annual targets during the launch year and three years post launch
    • Post-launch peak annual revenue for the first project
    • Peak year adjustment for the first launch
    • Whether first and second launches were co-promoted with a partner or not?
    Line Extension: First Launch Drilldown (Multi-Indication Brands): Examines only the first launch in an oncology portfolio containing multiple indications or molecules
    • Number of multiple indications/molecules launched by participating companies
    • Structure of the brand team associated with multiple indications/molecules treating the same or multiple types of cancers
    • Distribution methods for the first indication/molecule
    • Product market entry type for the first indication/molecule
    • Types of oncologists targeted for the first indications/molecules
    • Year in which first indication/molecule was launched or is expected to launch if not yet on the market
    • Pre-launch and post-launch peak annual revenue projection for the first indication/molecule
    • Performance of first indication/molecule relative to participating company's annual targets during the launch year and three years post launch
    • Peak year adjustment for the first indication/ molecule's life cycle
    • Total investment (aggregation of year -3 to year +3) in first indication/molecule
    • Amount of first indication/molecule's launch year –3 and year -1 budget allocated to different activities
    • Cost savings areas via existing infrastructure and resources from the first indication/molecule that could be utilized for later indication/molecule launches
    • During Launch Year - 1, how many
    • Staffing allocation during year -1 for the first indication/molecule by activity type
    • Top staffing leverage areas from the first indication/molecule that could be utilized for later indication/molecule launches
    Line Extension: Second Launch Drilldown (Multi-Indication Brands): Examines only the second launch in an oncology portfolio containing multiple indications or molecules
    • Distribution methods for the second indication/molecule
    • Types of oncologists targeted for the second indication/molecule
    • Pre-launch peak annual revenue projection (in USD) for the second indication/molecule
    • Post-launch peak annual revenue during the second indication/molecule's life cycle
    • Total spend in USD (aggregation of year -3 to year +3) for the second indication/molecule
    • Amount of second indication/molecule's launch year –1 and launch year budget allocated to different activities
    Line Extension: 1st Launch (Recent launches with no 2nd Launch as of 2017): Examines the initial launch in an oncology portfolio for companies who are yet to launch a second indication
    • Multiple indication count for single-molecule brand
    • First indication distribution method
    • Impact of the distribution methods used for the first indication on subsequent molecule launches, if any
    • Product market entry type for the first indication
    • Year in which first indication was launched or is expected to launch if not yet on the market
    • Pre-launch peak annual revenue projection (in USD) for the first indication/molecule
    • Post-launch peak annual revenue during the first indication's life cycle
    • Whether first indication was co-promoted with a partner or not?
    • Total spend in USD for the first brand indication
    • First indication's year -1, launch year and year +3 budget
    • First indication's year -1 and year +3 budget allocated to different activities
    • Cost savings areas via portfolio leverage for later indications
    • Total staffing for launch year and year -1 for the first indication
    • Staffing allocation by activity for year -1 for first indication
    • Top staffing leverage areas for later-indication launches
    Single-Indication Brands: Examines launches where a single brand treats a single indication
    • Product market entry profile for single-indication brands
    • Types of oncologists targeted for the marketed indication/molecule
    • Launch year of the single-indication/molecule
    • Projected pre-launch peak annual revenue (in USD) for the indication/molecule
    • Total estimated spend (in USD) for the single-indication product
    • Total estimated spend (in USD) for the single-indication brand by year
    • Single-indication brand’s year -3, year -2, year -1 and launch year budget allocated to different activities
    • Total staffing for single-indication brand in year -3, year -2, year -1 and launch year
    • Staffing allocation for single-indication brand for different activities across years