Abstract
Today' s physicians are rapidly losing their influence over patients' drug
utilization decisions and unfortunately a large number of bio-pharmaceutical
companies have failed to recognize that third-party payers, such as government
and commercial organizations, now control the vast majority of prescription
drug expenditures. In fact, it is estimated that third-party payers in the
Managed Markets sector currently control more than 80 percent of patient
access to prescription drugs in the United States.
Continued commercial success of pharmaceutical products depends largely on the
ability of bio-pharmaceutical companies to evolve their MMMR (Managed Markets
Market Research) structures to work effectively in the current payer-driven
environment. A successful MMMR Structure should provide managers with tactics
to easily anticipate and act upon the needs and wants of these newly empowered
third-party payers. The companies who are refocusing their marketing
strategies to strengthen their relationship with these Managed Markets
organizations will see the greatest impact in their product' s commercial
success.
This Best Practices, LLC benchmarking report identifies the Market Research
structures and activities that best support the Managed Markets function in
gaining payer access and insights around pharmaceutical products, as well as
captures executives' best practices and lessons learned for working
successfully in the current payer-driven environment.
INDUSTRIES PROFILED:
Biotech; Pharmaceutical; Health Care
COMPANIES PROFILED:
Amgen; Johnson & Johnson; Alcon; Solvay Pharmaceuticals; Novo Nordisk; Jazz
Pharmaceuticals; Xanodyne Pharmaceuticals; Ther-Rx; GlaxoSmithKline; Sepracor;
Abbott Laboratories
STUDY SNAPSHOT
Best Practices, LLC fielded an online benchmarking survey with managers and
executives representing Managed Markets or Market Research functions at
leading pharmaceutical and biotech companies. Analysts then conducted
in-depth interviews with selected research participants. The survey and
interview collected benchmark data on the following aspects of Managed
Markets Market Research (MMMR) organizations:
- Current and optimal structure and organizational fit
- Effectiveness of current structure
- Pre-launch research objectives
- Key global MMMR activities with greatest impact on strategic choices
- Timing of activities by product development phase
- Activities most effective for generating insights
- Activities most effective for accessing hard-to-reach partners
- Principal drivers of MMMR activities
- Percentage of research that is qualitative vs. quantitative
- Top Three most important types of pre-launch studies
- Anticipated changes in resource allocation levels
- Trends in use of vendors to gather payer information
- Projected changes in MMMR focus
- Best practices and pitfalls
KEY FINDINGS
Among the findings that emerged from this research were the following:
No Single Structure Is Optimal: Many structure types can work
effectively for the Managed Markets Market Research function, and benchmark
partners use several different models. A more critical success factor than
the structure type is the level of research staff knowledge and understanding
of the Managed Markets sector. Developing staff specialization and expertise
is the key to making any structure begin to work from an MMMR perspective.
Manage Resource Competition: Brand team and Managed Markets research
projects generally have different targets (physician/patient vs. payer) and
find themselves competing for resources and attention. Avoid MM priorities
being defused or fragmented through resource competition. This can be a
critical pitfall.
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