Using Cross-Functional Relationships to Optimize Early-Stage Commercialization

from "Using Cross-Functional Relationships to Optimize Early-Stage Commercialization"


STUDY OVERVIEW
Lengthy and expensive product development cycles make it essential for pharmaceutical companies to allocate limited staff and resources to the development of compounds with the greatest potential market value. To identify and target promising compounds and reduce development cycle time, leading companies are integrating commercial insights earlier into the new product process.

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 this research to identify how cross-functional teams are used in early-stage commercialization to bring together expertise and ideas from across the company and ensure an access point for the commercial perspective early in the development process. The research also explores the importance of building relationships between commercial and research as well as the desired skill sets for cross-functional teams.

Pharmaceutical executives involved with early commercialization activities can use this study to improve their 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.

KEY TOPICS

• Key Findings across the Early-Stage Commercialization Process - Structure, Functions, Relationships and Portfolio Management
• Alignment of Global and Regional Marketing in Early-Stage Commercialization
• Cross-Functional Teams and their role in ESC
• Selected Cross-Functional Team Snapshots (Three Case Studies)
• Pros and Cons of Cross-Functional Collaboration
• Building Relationships between Commercial and Research Staff
• Desired Skills for Early Commercialization Staff
• Stakeholder Communication through Scheduled Meetings

• Development Investment Decisions by Functional Group (Large Pharma)
• Global Marketing Responsibility for Early-Stage Commercialization
• Duration of Global Marketing Involvement (Large Pharma)
• Key Stakeholder Meetings Frequency (Full Benchmark Class)
• Key Stakeholder Meetings Frequency (Large Pharma)

• Successful pharmaceutical product development demands a cross-functional approach, beginning in the earliest, pre-clinical stages. Early-Stage Commercialization staff typically serves on teams with R&D, medical affairs, regulatory, legal, clinical, manufacturing and others.
• Successful Early-Stage Commercialization staff members are skilled negotiators and influencers who can communicate effectively across professional and regional divides. Benchmarked companies use an array of tactics to bridge gaps with collaborators from other functions, especially scientific staff.

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


Companies Profiled:
Abbott Laboratories; Alexion Pharmaceuticals; Altus Biologics; Amgen; AstraZeneca Pharmaceuticals; Bayer; Eli Lilly and Company; 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

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.