Best Practices in Global Pharmaceutical Launches

Table of Contents

• Project Background
• Report Structure and Organization
• Benchmark Class
• Key Project Findings
• Summary of Lessons Learned
• Next Steps
• Project Maps

• Benchmark Methodologies
  • Project Management Process Map
  • Benchmark Survey & Lessons Learned Interviews Demographics
  • Survey Respondent/Interviewee Demographics
• Survey Data Overview
  • Uptake Power Analysis
  • Total Product Launch Spending
  • Product Launch Spending by Phase
  • Percent of Product Launch Spending by Activity
  • Level of Product Launch Spending by Activity
  • Timing of Global Launch Activities
  • Staffing of Global Launch Teams
  • Composition of Global Launch Teams
  • Prioritization of Key Launch Activities
• Thought Leader Development
  • Prioritization of Key Launch Activities
  • Product Launch Spending
  • Timing of Key Launch Activities
  • Responsibility for Key Launch Activities
  • Advisory Board Size
  • Advisory Board Meeting Frequency
  • Advisory Boards at Different Levels
• Sales Force Support
  • Prioritization of Key Launch Activities
  • Timing of Key Launch Activities
  • Responsibility for Key Launch Activities
• Market Research
  • Prioritization of Key Launch Activities
  • Timing of Key Launch Activities
  • Responsibility for Key Launch Activities
• Marketing Activities
  • Prioritization of Key Launch Activities
  • Promotional Spending by Target Audience
  • Timing of Key Launch Activities
  • Responsibility for Key Launch Activities
• Life Cycle Management
  • Timing of Key Launch Activities
  • Responsibility for Key Launch Activities
• Path Forward
  • Market Uptake Exercise Scenario
  • Market Uptake Action Planning

• Global Marketing Launch Strategy & Structure
  • Global Market Uptake Strategy
  • Investment for Maximum Impact
  • Launch Action Planning
  • Ongoing Learning & Operational Excellence

• Managing Cross Functional Launch Teams
  • Launch Team Structure
    • Figure 2.1-Three Key Factors to a Successful Launch
    • Figure 2.2-Global Franchise Team
    • Figure 2.3-Central (Global) Functions
    • Figure 2.4-Global Strategy
  • Incentives and Support
  • Ongoing Marketing Activities
    • Figure 2.5-Cross Functional Product Strategy Team

• Thought Leader Development for Global Pharmaceutical Launches
  • Thought Leader Targeting & Segmentation
    • Figure 3.1-Thought Leader Systems
  • Thought Leaders and New Drug Development
    • Figure 3.2-Meetings per year Pre-Launch
    • Figure 3.3-Meetings per year Post-Launch
  • Medical Meeting Preparation
  • Long-Term Relationship Cultivation

• Sales Force Support
• Sales Force Deployment
• Sales Force Compensation and Resource Allocation
• Performance Review

• Research
  • Product Marketing and Management
    • Figure 5.1-Organizational Structure and Responsibility of
  • Cross-Functional Product Strategy Teams
  • Global Distribution of Market Knowledge
  • Market Research Funding and Staffing
  • Market Segmentation Methods, Tools, and Techniques
    • Figure 5.2-Sales Targeting Prioritization Matrix

• Marketing Activities
  • Product Branding
    • Figure 6.1-Trademark Development Process
    • Figure 6.2-Percentage of Drugs with Trademarked Names
    • Figure 6.3-Internal Use of Trademarks
  • Promotional Messages and Materials
  • Marketing Materials Development
    • Figure 6.4-Managing Marketing Materials
  • Physician Targeting
  • Direct-To-Consumer Promotion
  • Managed Care Organization Management
  • Partnerships between R&D and Marketing
  • Meeting and Event Sponsorship
    • Figure 6.5-Event Spending
    • Figure 6.6-Event Spending During Launch
    • Figure 6.7-Meetings and Events Benefits

• Cycle Management
  • Figure 7.1-Sales Revenue vs. Product Lifetime
  • Figure 7.2-Clinical Spend vs. Product Lifetime
  • Figure 7.3-Mktg & Comm. Development Spend vs. Product Lifetime
• Blockbuster Life Cycle Management
• Resource Allocation for Life Cycle Management
• Product Life Extension through Multiple Formulations
  • Figure 7.4-Marketing Relationships
  • Figure 7.5-Creating Barriers to Entry
• Formulation Decisions and Key Value Drivers
  • Figure 7.6-Key Formulation Planning Indicators
• Market Focus and Formulation Development