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Best Practices in Global Pharmaceutical Launches
Best Practices LLC, Pages: 199
Best Practices in Global Pharmaceutical Launches
EXECUTIVE SUMMARY 1
Project Background 1
Report Structure and Organization 2
Benchmark Class 2
Key Project Findings 3
Summary of Lessons Learned 4
Next Steps 6
Project Maps 8
PART I - SURVEY DATA ANALYSIS 9
Benchmark Methodologies 11
Project Management Process Map 12
Benchmark Survey & Lessons Learned Interviews Demographics 13
Survey Respondent/Interviewee Demographics 14
Survey Data Overview 15
Uptake Power Analysis 16
Total Product Launch Spending 17
Product Launch Spending by Phase 18
Percent of Product Launch Spending by Activity 19
Level of Product Launch Spending by Activity 20
Timing of Global Launch Activities 21
Staffing of Global Launch Teams 22
Composition of Global Launch Teams 23
Prioritization of Key Launch Activities 24
Thought Leader Development 25
Prioritization of Key Launch Activities 26
Product Launch Spending 27
Timing of Key Launch Activities 28
Responsibility for Key Launch Activities 30
Advisory Board Size 31
Advisory Board Meeting Frequency 32
Advisory Boards at Different Levels 33
Sales Force Support 34
Prioritization of Key Launch Activities 35
Timing of Key Launch Activities 36
Responsibility for Key Launch Activities 38
Market Research 39
Prioritization of Key Launch Activities 40
Timing of Key Launch Activities 41
Responsibility for Key Launch Activities 43
Marketing Activities 45
Prioritization of Key Launch Activities 46
Promotional Spending by Target Audience 47
Timing of Key Launch Activities 48
Responsibility for Key Launch Activities 50
Life Cycle Management 52
Timing of Key Launch Activities 53
Responsibility for Key Launch Activities 55
Path Forward 56
Market Uptake Exercise Scenario 57
Market Uptake Action Planning 58
PART II - INTERVIEW ANALYSIS: LESSONS LEARNED, BEST
PRACTICES AND KEY TRENDS 59
CHAPTER 1: GLOBAL MARKETING STRATEGY & STRUCTURE 60
Global Marketing Launch Strategy & Structure 63
Global Market Uptake Strategy 64
Investment for Maximum Impact 69
Launch Action Planning 70
Ongoing Learning & Operational Excellence 76
CHAPTER 2: CROSS FUNCTIONAL LAUNCH TEAMS 79
Managing Cross Functional Launch Teams 81
Launch Team Structure 83
Figure 2.1-Three Key Factors to a Successful Launch 85
Figure 2.2-Global Franchise Team 87
Figure 2.3-Central (Global) Functions 87
Figure 2.4-Global Strategy 88
Incentives and Support 91
Ongoing Marketing Activities 94
Figure 2.5-Cross Functional Product Strategy Team 95
CHAPTER 3: THOUGHT LEADER DEVELOPMENT 98
Thought Leader Development for Global Pharmaceutical Launches 101
Thought Leader Targeting & Segmentation 102
Figure 3.1-Thought Leader Systems 107
Thought Leaders and New Drug Development 108
Figure 3.2-Meetings per year Pre-Launch 110
Figure 3.3-Meetings per year Post-Launch 110
Medical Meeting Preparation 111
Long-Term Relationship Cultivation 113
CHAPTER 4: SALES FORCE SUPPORT 116
Sales Force Support 119
Sales Force Deployment 120
Sales Force Compensation and Resource Allocation 127
Performance Review 129
CHAPTER 5: MARKET RESEARCH 131
Market Research 133
Product Marketing and Management 135
Figure 5.1-Organizational Structure and Responsibility of
Cross-Functional Product Strategy Teams 137
Global Distribution of Market Knowledge 143
Market Research Funding and Staffing 146
Market Segmentation Methods, Tools, and Techniques 147
Figure 5.2-Sales Targeting Prioritization Matrix 148
CHAPTER 6: MARKETING ACTIVITIES 151
Marketing Activities 155
Product Branding 157
Figure 6.1-Trademark Development Process 160
Figure 6.2-Percentage of Drugs with Trademarked Names 163
Figure 6.3-Internal Use of Trademarks 164
Promotional Messages and Materials 167
Marketing Materials Development 169
Figure 6.4-Managing Marketing Materials 175
Physician Targeting 179
Direct-To-Consumer Promotion 181
Managed Care Organization Management 185
Partnerships between R&D and Marketing 187
Meeting and Event Sponsorship 192
Figure 6.5-Event Spending 193
Figure 6.6-Event Spending During Launch 194
Figure 6.7-Meetings and Events Benefits 196
CHAPTER 7: LIFE CYCLE MANAGEMENT 199
Life Cycle Management 201
Figure 7.1-Sales Revenue vs. Product Lifetime 201
Figure 7.2-Clinical Spend vs. Product Lifetime 201
Figure 7.3-Mktg & Comm. Development Spend vs. Product Lifetime 201
Blockbuster Life Cycle Management 203
Resource Allocation for Life Cycle Management 210
Product Life Extension through Multiple Formulations 213
Figure 7.4-Marketing Relationships 217
Figure 7.5-Creating Barriers to Entry 219
Formulation Decisions and Key Value Drivers 221
Figure 7.6-Key Formulation Planning Indicators 226
Market Focus and Formulation Development 227
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