Best Practices in Global Pharmaceutical Launches

SUMMARY

This Best Practices BenchmarkingR Report identifies the winning strategies, practices and investment patterns that distinguish successful global marketing launches. These project findings are designed to enable you and your team to move knowledgeably forward toward the objective of developing your own world-class marketing launch capabilities.

The report includes:

• Analysis of the multi-year marketing launch investment and expense patterns of successful products.
• Profiles of leading pharmaceutical companies' approaches to structuring global marketing organization.
• Identification of best management practices employed during key launch activities.
• Key Lessons Learned in planning and coordinating successful global product launches.

The leading practices, managerial insights and benchmark metrics in this report are drawn from in-depth surveys and lessons learned interviews with more than 26 executives at several leading pharmaceutical companies. The project team, composed of seasoned experts and analysts at Best Practices, LLC, probed 12 product launches in-depth. Additionally, pharmaceutical product launch information was gathered from various other sources, including Best Practices, LLC's own proprietary databases, other public and private databases, literature reviews, and on-line data research.

Discover how the world's leading pharmaceutical companies develop global launch strategies, manage launch teams, cultivate thought leader support, integrate marketing activities, and conduct a host of other critical launch activities.

Benchmark study findings are organized into an executive summary and two parts:

Executive Summary - The executive summary outlines the five top "Lessons Learned," as identified by benchmark partners and Best Practices, LLC project analysts. Studying these lessons learned will help benchmark partners frame their overall thinking about global marketing launch decisions. Accompanying charts provide one-glance summaries of the key learnings of the project.

Survey Data Analysis - Based on benchmark partners' survey responses, this section analyzes investment patterns, activity timing and organizational structure for global marketing launches. It also identifies key launch activities that have the greatest impact on product success. This section contains seven sub-sections: Benchmark Methodologies, Survey Data Overview, Thought Leader Development, Sales Force Support, Marketing Activities, Market Research, and Life Cycle Management.

Interview Analysis - Lessons Learned, Best Practices and Key Trends: Part II addresses critical strategic learnings identified by benchmark partners. It is divided into seven sub-sections: Global Marketing Launch Strategy and Structure, Managing Cross-Functional Teams, Thought Leader Development, Sales Force Support, Market Research, Marketing Activities, and Life Cycle Management.

TABLE OF CONTENTS

EXECUTIVE SUMMARY

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

PART I - SURVEY DATA ANALYSIS

• 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

PART II - INTERVIEW ANALYSIS: LESSONS LEARNED, BEST PRACTICES AND KEY TRENDS

CHAPTER 1: GLOBAL MARKETING STRATEGY & STRUCTURE

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

CHAPTER 2: CROSS FUNCTIONAL LAUNCH TEAMS

• 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

CHAPTER 3: THOUGHT LEADER DEVELOPMENT

• 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

CHAPTER 4: SALES FORCE SUPPORT

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

CHAPTER 5: MARKET RESEARCH

• 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

CHAPTER 6: MARKETING ACTIVITIES

• 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

CHAPTER 7: LIFE CYCLE MANAGEMENT

• 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