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SUMMARY
Make the most of limited resources by benchmarking IVDs' budgets and staff
support for development, marketing, reimbursement and sales.
To achieve commercial success, in vitro diagnostic (IVD) companies must earn
the approval of several different groups. Regulators, payer organizations,
healthcare providers and laboratory technicians ultimately determine the value
of a product -- and how well it will do in the market. For that reason,
strategic market-focused product development and effective commercialization
are crucial.
Slim margins and tight budgets, however, make it a formidable task to design
and promote an IVD with a clear picture of the market. To help teams achieve
success in their IVD development and marketing efforts, this report provides
high-level data benchmarks in these key areas:
- IVD development investments, timelines and processes
- Marketing organization budgets, structures and staffing
- Reimbursement resource allocations
- Sales force staff headcounts and budgeting
- Postmarket IVD management and monitoring
TABLE OF CONTENTS
Charts and Graphics
The list below reveals the key metrics included in In Vitro Diagnostics:
Development Through Postmarket. It does not include all of the data within
the report -- instead, it lists the main categories and types of data in each
chapter.
Chapter 1: Trends in IVD Product Investment
- Total Investment and Development Time
- Marketing Investment and Development Time
- Projected Market Life
- Marketing Investment and Sales Projections
- Product Staffing: Total Headcount
- Introducing the Commercial Team
Chapter 2: Diagnostic Product Development
- R&D and Manufacturing Costs by Timeframe
- Average R&D and Manufacturing Costs by Timeframe
- Product Staffing: R&D Group Headcount
- Duration of Development Stages
Chapter 3: Diagnostic Marketing and Commercialization
- Introducing the Commercial Team
- Marketing Investments by Timeframe: Investments Under $1 Million
- Marketing Investments by Timeframe: Investments of $1 Million or Greater
- Average Marketing Investments by Timeframe
- Brand Competition Levels at Product Launch
- Product Staffing: Commercial Group Headcount
- Budgets and Staff Support for Reimbursement Teams: Pre-Market Period
- Budgets and Staff Support for Reimbursement Teams: First Year on Market
- Budgets and Staff Support for Reimbursement Teams: Second Year on Market
- Reimbursement Staffing and Investments, by Timeframe
Chapter 4: Field Sales and Postmarket Management
- Sales Team Headcounts: In-House and Contract Personnel
- Investments in Field-Based Promotion, by Year on Market
- Investments in Postmarket Monitoring, as a Share of Annual Sales
Chapter 5: Diagnostic Product Profiles
Chapter 5 contains 10 individual IVD brand profiles, which include the following basic elements:
Product Facts
- Product Details: establishes the brand's therapeutic area and regulatory
background
- Product Lifecycle: provides timelines for product development and market
life
Development and Commercialization Resources
- Product Budget: Budget levels for marketing and R&D and manufacturing from
early development through the second year on the market
- Product Staffing: Staffing headcounts throughout development and the first
year on the market
Figure Three: Reimbursement and Sales Resources
- Reimbursement Resources: Budget and staffing levels for reimbursement
efforts
- Sales Resources: Budget and staffing levels for sales efforts
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