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Pharmaceutical Product Launch

Overview

You’re preparing to bring a new product to market?Congratulations, but here’s your reality:

  • Nearly $3 billion will have been spent in actual dollars and time when your new drug comes to market
  • Fewer drugs are gaining approval, as regulatory agencies focus on the safety and efficacy of the products being brought forth for consideration.
  • This is the age of specialty launches and annual peak revenues for many drugs will never find blockbuster status.

Knowing these three things, many launch teams find themselves struggling with a host of questions – as they know they must get their launch right or face imminent failure.

What critical marketing activities are needed to successfully launch a new product?

When should these activities be initiated and completed?

Who (global strategy team vs. the all-important U.S. team) is primarily responsible for carrying out these activities?

Where should decision-making authorities (positioning, branding, pricing, etc.) reside?

How much should be spent on key activities at different stages of the product development and launch cycle?

What business models and structures work best to serve different market types?

What sub-structures help foster productive working relationships across groups (Marketing, Medical Affairs, Field Sales, etc.) and avoid any overlap or redundancies from Global Teams to U.S. Teams?.

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What lessons can I learned from best-in-class launches and teams?

What staffing levels are required for marketing teams at different phases?

What human resource capabilities and competencies are required for success in different market types and therapeutic areas?

What roles and responsibilities support accountability, fast-response to changing market conditions and launch team agility?

How do teams ensure early, adequate and consistent resource investment for marketing support across the development-to-market-entry cycle?


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Cameron Tew

Cameron Tew

Vice President, Research Services/Business Operations

Phone: (919)-767-9246

View Complimentary Research Sample

Added to Cart PDF DownloadLaunching A Blockbuster - A Best Practice Article featured in The Pharmaceutical Executive Magazine (ID WP-34)
Added to Cart PDF DownloadPharmaceutical Marketing: Re-launch Excellence White Paper (ID WP-26)
Added to Cart PDF DownloadBenchmarking Critical New Product Launch Staffing, Investments and Activities & Their Sequencing: Understanding High-Priority Commercial and Medical Activities (ID WP-48)

Our Role

Companies with the questions above often seek out advice from Best Practices. We have helped hundreds of brand teams during the past 25 years successfully bring their drugs to market. Our ongoing research and studies show that focused planning can shape a product’s true market potential and dramatically increase its lifetime economic value.

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Our extensive Launch Assets Database contains launch benchmarks, processes and strategies from more than 100 leading brands for commercial, medical affairs and managed care teams.

Best Practices supports pharmaceutical launch teams by delivering budget and staffing benchmarks that executives use to adjust their own launch spends and activity timelines prior to and after launch. Our goal is to help launch executives identify opportunities for structural and operational improvements.

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Your Benefits

We can help you create your launch playbook -- providing years of insights from successful launches, supported by budget and staffing benchmarks.

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COMPARE

Individual launch plan components against industry benchmarks

ASSESS

Optimization of sales and marketing plans, including marketing mix and activity allocation

CALIBRATE

Strategy to drive global/regional plans

 

 


CONDUCT

Launch budget and staffing resource assessments

CREATE

Strategy to engage key internal and external stakeholders

IDENTIFY

Successful innovative product launch tactics and strategies

 

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Best Practices' Launch Assets Database Contains Benchmarks and Insights for


 
 

Effient

Gardasil

Effexor

Incivek

Tecfidera

Harvoni

Sovaldi

Diovan

Cozaar

Xalatan

Zoloft

Allegra

Paxil

Lipitor

Fosamax

Norvasc

Botox

Lescol

Trovan

Zofran

Gleevec

Zithromax

Wellbutrin

Requip

Cymbalta

Flomax

Exubera

Slentrol

Januvia

Nexavar

Erbitux

Avastin

Vectibix

Onglyza

Imitrex/Imigran

Rituxan

Crestor

Spiriva

Xigris

Levitra

Nexium

Seroquel

Byetta

Advair

Celebrex