Abstract
STUDY OVERVIEW
Commercial success of pharmaceutical products today depends increasingly upon
understanding the needs of the commercial and government payers in the
highly-influential Managed Markets sector. In response, savvy
bio-pharmaceutical companies are seeking to improve their access to payers to
develop the best possible Managed Markets insights before product launch.
This benchmark research study examines the corporate structures and activities
for Managed Markets market research (MMMR) that are most effective for gaining
payer insights an identifies best practices from Managed Markets market
research executives at 11 leading pharmaceutical and biotechnology companies.
Directors, managers and executives who oversee market research serving the
Managed Markets function will be able to use the benchmark metrics and
executive insights in this report to gain maximum payer access and insights.
KEY TOPICS
- Structure and organizational fit of function
- Major pre-launch objectives of MMMR
- Most effective activities for accessing hard-to-reach channel partners
- Primary drivers of MMMR activities
- Most critical pre-launch study types
- Trends in staffing and focus
- Advantages of dedicating resources for the function
- Use of performance warranties
- Job level of function' s leadership
- Key roles and responsibilities
- Timing of key activities
- Best practices
- Pitfalls and Lessons Learned
KEY METRICS
- Functional home of MMMR
- Organization to which MMMR reports
- Job level of MMMR leader
- Effectiveness of current organizational structure
- Principal drivers of activities
- Percentage of qualitative vs. quantitative research
- Top pre-launch objectives for MMMR
- Global activities with greatest impact on strategic choices
- Most effective activities for gaining insights on the overall MM sector
- Most effective activities for gaining insights on hard-to-reach MM channel
partners
- Most effective activities for gaining access to hard-to-reach MM channel
partners
- Performance of activities by product development phase
- Changes in research focus over the past 18 months
- Top 3 most important types of pre-launch studies
- Changes in staffing/resource levels for MMMR in past 18 months
METHODOLOGY
The research involved participants from 11 leading pharmaceutical and
biotechnology companies. Managed Markets executives at 10 companies
contributed data and insights in an online survey. Best Practices, LLC
analysts also conducted in-depth interviews with six of the research
participants to develop executive insights and success factors.
INDUSTRIES PROFILED
Health Care; Pharmaceutical; Biotech; Chemical
COMPANIES PROFILED
Abbott; Jazz Pharmaceuticals; Amgen; Alcon; GlaxoSmithKline; Johnson &
Johnson; Novo Nordisk; Sepracor; Solvay America; Ther-Rx; Xanodyne
Pharmaceuticals
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