1. Executive Summary
- Scope and Methodology
- Keys to Success
- Case Summaries
2 Introduction
- Background
- Crucial Keys to Successful New Product Commercialization—Six Strengths Model
- Point of View
3. Point One: STRATEGIC PLANNING
- Clinical Trial and Information Management
4. Point Two: TO PARTNER OR NOT
- Managing Intellectual Property
5. Point Three: MANAGING THE REGULATORY PROCESS
- United States, Europe, and Elsewhere
6. Point Four: ASSURING PRODUCT ACCEPTANCE
7. Point Five: MANAGING THE PRODUCT LIFE CYCLE
- PR—Telling Your Story
- Scale-Up Issues
- Building a Supportive Organizational Structure
8. Point Six: MANAGING MARKET FORCES
- The Competition
- Consumer Power
- The Investor
- The Scientific/Medical Community
9. Case Studies
- Given Imaging - Reimbursement Success, Mostly Right
- AHP/Wyeth—Branding and Positioning
- Elan Pharmaceutical—Investors Flee
- Digene—Consumer Lobby Par Excellence
- Crucell N.V.—IP Share Strategy
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