Creating a Road Map for Successful Biopharmaceutical New Product Launch

Mar 31, 2011, 17:24 ET from Best Practices, LLC

CHAPEL HILL, N.C., March 31, 2011 /PRNewswire/ -- The landscape of pharmaceutical product launches is filled with stories of successes and failures. Although they have always been somewhat unpredictable, pharmaceutical product launches in recent years have become even more difficult to execute successfully.

The marketplace has changed with payers becoming dominant factors and efforts to differentiate becoming more complex. How do differentiation, efficacy, and pricing influence a new product launch – and to what extent?

Best Practices, LLC has published a timely report to answer these and other critical issues surrounding product launches. The study, Success Factors and Failure Points in Biopharmaceutical Product Launches: An Updated Road Map for Strong Market Entry, surfaces best practice success factors that will help organizations avoid critical market-entry pitfalls and develop winning strategies for success in today's commercial marketplace.

In addition to delivering qualitative and quantitative insights on the key aspects of a launch, the 148-page report presents launch leaders' perspectives on the current and future risk levels for an array of pitfall factors that can affect a launch. The pitfall areas touch on patient and payer pitfalls as well as physician and regulatory stumbling blocks. This global study will inform new product teams, marketers, brand managers and sales leaders who are facing upcoming launches, new indications and line extensions.

Best Practices, LLC used both field surveys and interviews to complete this study. In all, 44 managers and executives at 38 leading bio-pharma companies participated in the survey. In-depth interviews were conducted with leaders from six organizations who have decades of experience with pharma launches. The research report includes 11 of the Top 20 biopharma firms and three of the six interviews were with Top 10 pharma companies.

Topics covered in this study include:

  • Winning on Differentiated Product Positioning
  • Winning a Physician's Initial Trial of a New Product
  • Articulating Benefits that Shape Positive Market Perception
  • New Product Pricing Strategy
  • Thought Leader Engagement
  • Early Physician Education
  • Payer Education
  • Patient Advocacy and Education
  • Preparing Market Constituents
  • Access Insights & Success Factors
  • Winning Hospital Formulary Access
  • Resource Allocation for Key Stakeholders
  • Investment Requirements, Resource Allocation & Timing
  • Internal Launch Readiness
  • New Technologies for Informing Patients and Physicians
  • Pitfalls and Stumbling Blocks
  • Demonstrating Efficacy
  • Rating Different Safety Dimensions

To learn more about this report, download a complimentary report excerpt at For related research, visit our Best Practices, LLC Web site at


Best Practices, LLC serves 48 of the world's 50 top pharmaceutical companies.  For more than 17 years, we have conducted work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.  For more information about the company, go to

SOURCE Best Practices, LLC