The document summarizes the results of a benchmarking study conducted by Best Practices, LLC on new product launch spending in the U.S. biopharmaceutical market. The study surveyed 27 executives from 23 companies about their spending on launches in key areas like marketing, education and market access. It found that launch year spending is highest and specialty launches have lower budgets than primary care launches. The top success factors for launches identified were managed care access, physician awareness, and health outcomes research.
I-Square Ventures helps companies grow globally. We have worked with Fortune 1000 companies for the last 23 years, generating billions of dollars in new revenue streams from new markets. Our methodology has been refined over hundreds of complex international expansion projects.
I-Square Ventures helps companies grow globally. We have worked with Fortune 1000 companies for the last 23 years, generating billions of dollars in new revenue streams from new markets. Our methodology has been refined over hundreds of complex international expansion projects.
A Financial Review: Pharmaceuticals IndustryRoby Camagong
This Financial Review discusses the in-depth analysis of the operating and financial performance of the three companies in the Pharmaceutical Industry, namely- GlaxoSmithKline, Merck & Co, and Novartis. It compares the results of the companies from the past 5 FYE in relation to the financial ratios, industry economic indicators, company trends, business strengths and weaknesses, and management strategies.
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
SWAT analysis - strengths, weaknesses, opportunities, and threatsacropolisinfotech
A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the strengths and weaknesses of an organization, its initiatives, or an industry.
Wharton Undergraduate Healthcare Conference- Merck Revenue Growth PlanKazim Ali
As a team we worked to create a strategic plan to allow Merck to grow its revenue over time. We considered a number of strategic options and completed a situation analysis of the options available. We presented our findings to a panel of judges from Accenture & University of Pennsylvania. This project involved strategic planning, timeline development, financial analysis, and a competitive analysis.
Budget Allocation for a Successful Bio-Pharma Product LaunchBest Practices
Bio-Pharma companies can no longer afford to rely solely on past experiences when budgeting for a new product launch in today's fast-changing, highly competitive market. This comprehensive benchmark study by Best Practices, LLC investigates current costs as well as budget and staffing allocations required for a successful drug launch.
This study can help bio-pharma leaders to develop competitive launch and pre-launch activity budgets to ensure successful U.S. market entry for new products.
Download Full Report: http://bit.ly/2aMYron
TitleABC123 Version X1Marketing Plan Outline and TimeTakishaPeck109
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. ...
ECO/561 Week 6 Assignment Rubric
Individual Assignment: Challenges of Expansion to a Foreign LocationPurpose of Assignment
This week students will review and revise their Week 3 Research Analysis for Business assignment based on economic analysis and the feedback provided by their facilitator. Students will also expand their Week 3 analyses to evaluate the challenges of expanding their chosen company's production to a foreign market.
Tutorial help on Excel® and Word functions can be found on the Microsoft® Office website. There are also additional tutorials via the web offering support for Office products.
Grading Guide
Content
Met
Partially Met
Not Met
Comments:
Evaluated current global economic conditions and their effects on macroeconomic indicators in your selected country. Provided forecasts for population growth, gross domestic product (GDP) growth, GDP per capita growth, export growth, and sales growth.14 points
Evaluated any competitors' existing production in the chosen country. 11 points
Assessed sales forecasts in the selected country. 11 points
Categorized the type of economy that exists in your selected country as closed, mixed, or market. Explained the difference between these types of economies and how might this affect your expansion. 11 points
Assessed how the chosen country's current credit market conditions, especially interest rates and the availability of financing, affect demand for your product or service and your planning or operating decision for your production in that country. 11 points
Analyzed the role of the selected country's central bank on that country's economy. 11 points
Compared the availability, education, and job skills of the work force in the selected country. Discussed any additional challenges of international production, such as political stability, availability of government financing or other incentives, threat of capital controls, and exchange rate risks. 11 points
Explained any additional supply chain challenges you anticipate if attempting to make your product in your chosen country and selling the product in other countries. 11 points
Conclusion:
Created business strategies, including price and non-price strategies, based on your market structure to ensure the market share and potential market expansions and explore global opportunities for your business in a dynamic business environment and provide recommendations. 4 points
Develop a recommendation for how the firm can manage its future production by synthesizing the macroeconomic and microeconomic data presented. 4 points
Proposed how the firm's position within the market and among its competitors will allow it to take your recommended action. 4 points
Recommended strategies for the firm to sustain its success going forward by evaluating the findings from demand trends, price elasticity, current stage of the business cycle, and government. 4 points
Recommended any comparative adv ...
Sample U.S. Postbiotics Supplements Market.pptxkvsreerag096
U.S. postbiotics supplements market is experiencing rapid growth fueled by rising awareness of gut health benefits beyond probiotics. With scientific advancements highlighting the role of postbiotics in immune support and digestive wellness, consumer demand is surging. As health-conscious individuals seek innovative supplements, the U.S. market for postbiotics is poised for further expansion, driven by a focus on overall well-being.
A Financial Review: Pharmaceuticals IndustryRoby Camagong
This Financial Review discusses the in-depth analysis of the operating and financial performance of the three companies in the Pharmaceutical Industry, namely- GlaxoSmithKline, Merck & Co, and Novartis. It compares the results of the companies from the past 5 FYE in relation to the financial ratios, industry economic indicators, company trends, business strengths and weaknesses, and management strategies.
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
SWAT analysis - strengths, weaknesses, opportunities, and threatsacropolisinfotech
A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the strengths and weaknesses of an organization, its initiatives, or an industry.
Wharton Undergraduate Healthcare Conference- Merck Revenue Growth PlanKazim Ali
As a team we worked to create a strategic plan to allow Merck to grow its revenue over time. We considered a number of strategic options and completed a situation analysis of the options available. We presented our findings to a panel of judges from Accenture & University of Pennsylvania. This project involved strategic planning, timeline development, financial analysis, and a competitive analysis.
Budget Allocation for a Successful Bio-Pharma Product LaunchBest Practices
Bio-Pharma companies can no longer afford to rely solely on past experiences when budgeting for a new product launch in today's fast-changing, highly competitive market. This comprehensive benchmark study by Best Practices, LLC investigates current costs as well as budget and staffing allocations required for a successful drug launch.
This study can help bio-pharma leaders to develop competitive launch and pre-launch activity budgets to ensure successful U.S. market entry for new products.
Download Full Report: http://bit.ly/2aMYron
TitleABC123 Version X1Marketing Plan Outline and TimeTakishaPeck109
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. ...
ECO/561 Week 6 Assignment Rubric
Individual Assignment: Challenges of Expansion to a Foreign LocationPurpose of Assignment
This week students will review and revise their Week 3 Research Analysis for Business assignment based on economic analysis and the feedback provided by their facilitator. Students will also expand their Week 3 analyses to evaluate the challenges of expanding their chosen company's production to a foreign market.
Tutorial help on Excel® and Word functions can be found on the Microsoft® Office website. There are also additional tutorials via the web offering support for Office products.
Grading Guide
Content
Met
Partially Met
Not Met
Comments:
Evaluated current global economic conditions and their effects on macroeconomic indicators in your selected country. Provided forecasts for population growth, gross domestic product (GDP) growth, GDP per capita growth, export growth, and sales growth.14 points
Evaluated any competitors' existing production in the chosen country. 11 points
Assessed sales forecasts in the selected country. 11 points
Categorized the type of economy that exists in your selected country as closed, mixed, or market. Explained the difference between these types of economies and how might this affect your expansion. 11 points
Assessed how the chosen country's current credit market conditions, especially interest rates and the availability of financing, affect demand for your product or service and your planning or operating decision for your production in that country. 11 points
Analyzed the role of the selected country's central bank on that country's economy. 11 points
Compared the availability, education, and job skills of the work force in the selected country. Discussed any additional challenges of international production, such as political stability, availability of government financing or other incentives, threat of capital controls, and exchange rate risks. 11 points
Explained any additional supply chain challenges you anticipate if attempting to make your product in your chosen country and selling the product in other countries. 11 points
Conclusion:
Created business strategies, including price and non-price strategies, based on your market structure to ensure the market share and potential market expansions and explore global opportunities for your business in a dynamic business environment and provide recommendations. 4 points
Develop a recommendation for how the firm can manage its future production by synthesizing the macroeconomic and microeconomic data presented. 4 points
Proposed how the firm's position within the market and among its competitors will allow it to take your recommended action. 4 points
Recommended strategies for the firm to sustain its success going forward by evaluating the findings from demand trends, price elasticity, current stage of the business cycle, and government. 4 points
Recommended any comparative adv ...
Sample U.S. Postbiotics Supplements Market.pptxkvsreerag096
U.S. postbiotics supplements market is experiencing rapid growth fueled by rising awareness of gut health benefits beyond probiotics. With scientific advancements highlighting the role of postbiotics in immune support and digestive wellness, consumer demand is surging. As health-conscious individuals seek innovative supplements, the U.S. market for postbiotics is poised for further expansion, driven by a focus on overall well-being.
Drive Growth and Profitability Through Strategic Pharmaceutical New Product P...Kuheli Roy
The new product planning function within bio-pharmaceutical companies is tasked with the challenging role of delivering potential new products in shorter time frames and minimum development costs.
This Best Practices, LLC benchmarking report examines the role and impact of new product planning function on product commercialization. In particular, it examines the impact of structure, resources and activities of new product planning groups on product commercialization.
Download Full Report: http://bit.ly/2e8ErMD
Drive Growth and Profitability Through Strategic Pharmaceutical New Product P...Best Practices
The new product planning function within bio-pharmaceutical companies is tasked with the challenging role of delivering potential new products in shorter time frames and minimum development costs.
This Best Practices, LLC benchmarking report examines the role and impact of new product planning function on product commercialization. In particular, it examines the impact of structure, resources and activities of new product planning groups on product commercialization.
Download Full Report: http://bit.ly/2e8ErMD
This market involves the production and distribution of food products tailored to the ketogenic diet, which is high in fats and low in carbohydrates to promote health benefits like weight loss and improved energy levels.
Sample_Global Cashew Kernel Market research report.pptxkvsreerag096
Introduction to the Cashew Kernel Market
The cashew kernel market is an integral segment of the global nut industry, characterized by its robust growth and immense economic potential. Cashew kernels, derived from the cashew nut, not only serve as a popular snack but are also pivotal in culinary applications worldwide due to their rich nutritional profile, which includes healthy fats, proteins, and essential minerals. The market is driven by rising consumer awareness towards healthy snacking, dynamic food processing innovations, and increasing demand for plant-based proteins. Key factors propelling market expansion include advancements in agricultural practices, efficient supply chain mechanisms, and expanding production capabilities in major cashew-producing regions like Vietnam, India, and Ivory Coast. As the market continues to evolve, stakeholders are focusing on sustainability and quality enhancement to cater to the growing global demand.
Purpose of Assignment This week students will review and revise .docxmakdul
Purpose of Assignment
This week students will review and revise their Week 3 Research Analysis for Business Signature Assignment based on economic analysis and the feedback provided by their facilitator. Students will also expand their Week 3 analyses to evaluate the challenges of expanding their chosen company's production to a foreign market.
About Your Signature Assignment
This signature assignment is designed to align with specific program student learning outcome(s) in your program. Program Student Learning Outcomes are broad statements that describe what students should know and be able to do upon completion of their degree. The signature assignments might be graded with an automated rubric that allows the University to collect data that can be aggregated across a location or college/school and used for program improvements.
Assignment Steps
Resources: Tutorial help on Excel® and Word functions can be found on the Microsoft® Office website. There are also additional tutorials via the web offering support for Office products.
Revise your Week 3 assignment, Research Analysis for Business, using the feedback provided by your facilitator. This Week 6 report should only include one conclusion, so you will need to rewrite the conclusion you included in your Week 3 assignment, Research Analysis for Business.
Select a foreign market in which to expand your chosen product. If you wish, you may use one of the countries your team analyzed in their Week 5 Comparative and Absolute Advantage Assignment.
Prepare a minimum1,750-word report addressing the points listed below. The use of tables and/or charts to display economic data over the time period discussed is highly encouraged, you may submit any economic data in Microsoft® Excel® format in a separate file. You may use the U.S. Department of Labor's Bureau of Labor Statistics (BLS), U.S. Dept. of Commerce's Bureau of Economic Analysis (BEA), the Federal Reserve of St. Louis's FRED data, the CIA World Fact Book, World Bank data, and World Trade Organization, or other appropriate sources you might find on the Internet or in the University Library. The new sections of your report should:
· Evaluate current global economic conditions and their effects on macroeconomic indicators in your selected country. Provide forecasts for population growth, gross domestic product (GDP) growth, GDP per capita growth, export growth, and sales growth.
· Evaluate any competitors' existing production in the chosen country.
· Assess sales forecasts in the selected country by using the Federal Reserve of St. Louis's FRED data, the CIA World Fact Book, World Bank data, World Trade Organization, or other appropriate sources you might find on the Internet or in the University Library.
· Categorize the type of economy that exists in your selected country as closed, mixed, or market. What is the difference between these types of economies and how might this affect your expansion?
· Assess how your chosen country's curren ...
TitleABC123 Version X1Marketing Plan Outline and Time.docxjuliennehar
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
MKT/571 Version 10
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution meth ...
Business Growth And Development Plan Powerpoint Presentation SlidesSlideTeam
Showcase the steps to accomplish your long-term and short-term goals with the Business Growth And Development Plan PowerPoint Presentation Slides. The company can present the financial highlights covering turnover, net assets, and EBITA, by using the corporate growth plan PPT visuals. The business growth templates contain a business overview, financial highlights of the company, product and services offered, revenue streams, growth strategies, risk mitigation plan, and so on. You can add detailed information about various products and services offered to the customers by using our business growth plan PowerPoint infographics. It is possible to present different revenue streams by easily editing the slides. Our content-ready corporate strategies PowerPoint slideshow helps you to depict the SWOT analysis to analyze the strengths, weaknesses, threats, and opportunities of the company. analyzes external and internal factors that can affect your organization’s performance. Showcase the types of mergers, acquisitions, and joint ventures that the company will adopt to grow their business with the help of business growth plan PowerPoint themes. Showcase your business performance covering revenue, gross profit, and customer satisfaction by downloading our easy to use business development plan PPT slideshow. https://bit.ly/32jY3ow
The method a company uses to expand its business is largely contingent upon its financial situation, the competition, and even government regulation. Some common growth strategies in business include market penetration, market expansion, product expansion, diversification and acquisition.
http://www.ndimdelhi.org/
1. Best Practices, LLC Strategic Benchmarking Research New Product Launch Spend: What It Takes to Win in the U.S. Market
2.
3.
4. Universe of Learning: Companies Participating in Study Benchmark participants included 27 executives and managers at 23 leading biopharmaceutical companies. Survey Only Participating Companies Abbott, Amylin, Astellas, Bausch & Lomb, Baxter Healthcare, Bayer HealthCare, Bristol-Myers Squibb, EMD Serono, Genzyme, GlaxoSmithKline, Inspire, Lundbeck, Merck & Co., Noven, Novo Nordisk, Onyx, ProStrakan, Regeneron, Roche, sanofi-aventis, Shire, Teva, Xanodyne.
5. P articipants’ Job Titles & Functional Areas Directors and Vice Presidents make up more than three-quarters of the benchmark class. More than half the respondents work within marketing functions or departments. (n=27) Participant Job Titles Participant Departments/Functions 19% 7% 7% 52% 11% Marketing Commercial Managed Markets * Other * Other= R&D, Medical Affairs, Regulatory Affairs, Product Launch, Market Analytics, Business Development New Products (n=27) VP/EVP/ SVP 22% Director/Senior Director/ Executive Director 60% Manager/ Sr. Manager 11% Other (Head, Leader) 7%
6.
7. Launch Year Investment Averages $XXX Million Q. Indicate your total U.S. investment for pre-launch activities for your product in the three years prior to the U.S. product launch. Include all resources invested in promotional, educational & market-access activities. Exclude only clinical trial costs. Launch year spending wins a lion’s share of investment resources. For the total benchmark class Launch Year spend nearly equals the approximate sum of all previous years commercialization investments on average. 9 14 16 19 n= $XXX $XXX $XXX $XXX Low $XXX $XXX $XXX $XXX Bottom Quartile $XXX $XXX $XXX $XXX Median $XXX $XXX $XXX $XXX Average (Mean) $XXX $XXX $XXX $XXX Top Quartile $XXX $XXX $XXX $XXX High Launch Year -3 Launch Year -2 Launch Year -1 Launch Year TOTAL BENCHMARK CLASS
8. Q. Indicate your total U.S. investment for pre-launch activities for your product in the three years prior to the U.S. product launch. Include all resources invested in promotional, educational & market-access activities. Exclude only clinical trial costs. Specialty Launch Year Investment Averages $XX Million Specialty Care launches mirror the overall investment patterns reflected in the full benchmark class with spend trending upward each year. However, investment levels at launch are lower and more compressed around the median. 4 8 8 12 n= $XXX $XXX $XXX $XXX Low $XXX $XXX $XXX $XXX Bottom Quartile $XXX $XXX $XXX $XXX Median $XXX $XXX $XXX $XXX Average (Mean) $XXX $XXX $XXX $XXX Top Quartile $XXX $XXX $XXX $XXX High Launch Year -3 Launch Year -2 Launch Year -1 Launch Year SPECIALTY SEGMENTATION
9. Q. Indicate your total U.S. investment for pre-launch activities for your product in the three years prior to the U.S. product launch. Include all resources invested in promotional, educational & market-access activities. Exclude only clinical trial costs. Primary Care Launch Year Investment Averages $XXX Million Market entry for primary care product launches consumes far greater resources than specialty launches. Correspondingly they receive two to three times greater budget resources at Launch Year to reach the much larger population of primary care physicians. 5 6 7 7 n= $XXX $XXX $XXX $XXX Low $XXX $XXX $XXX $XXX Bottom Quartile $XXX $XXX $XXX $XXX Median $XXX $XXX $XXX $XXX Average (Mean) $XXX $XXX $XXX $XXX Top Quartile $XXX $XXX $XXX $XXX High Launch Year -3 Launch Year -2 Launch Year -1 Launch Year PRIMARY CARE SEGMENTATION
10.
11. Peak Annual Revenue Projections Correlate With Resource Allocations (n=27) Q. What was the projected peak annual revenue (in $US) for your product before launch? Projected Peak Annual Revenue <$250M 21% $250M-$500M 25% $750M-$1B 18% $1B-$2B 25% $500M-$750M 11% Benchmarked products covered a wide range of market opportunities – each reflecting different projected peak annual revenues. At the high end, one-fourth hope to earn more than $1 billion peak year revenues; at the low end, 21% projected peak earnings of less than $250 million. Peak-year revenue is the metric that most clearly reflects the market opportunity assessment and corresponding market entry budgets.
12. Total Launch Investment by Peak Revenue Category: Data for Launch Year $XXX $XXX $XXX 5 $1 B- $2 B $XXX $XXX $XXX 3 $750 M - $1B $XXX $XXX $XXX 2 $500 M - $750 M $XXX $XXX $XXX 5 $250M -$500 M $XXX $XXX $XXX 4 <$250 M Low High Average (Mean) # Responses in Range PROJECTED PEAK ANNUAL REVENUE: LAUNCH YEAR
13. Average Spend Comparison for Each Market Entry Position Crowded market products spend less than one-third overall than do differentiated products in either novel or established areas, however, they close a large portion of that gap in the final year, when their spending increases nearly eight-fold over Year -1. (Total n=27) Average Total Spend by Market Entry Position Differentiated products entering established markets have the highest total spend, with the greatest difference occurring in Year-1. $XXX $XXX $XXX Launch Year -3 $XXX $XXX $XXX $XXX Crowded Market Upstart Product $XXX $XXX $XXX $XXX Differentiated Product Entering Established Market $XXX $XXX $XXX $XXX Differentiated Product in Novel Treatment Area TOTAL Launch Year -2 Launch Year -1 Launch Year Market Entry Position
14.
15.
16. Activities Expected to Gain Funding in Near Future Q. In your opinion, how will recent and anticipated market changes impact funding levels for the following types of launch activities over the next 24-36 months? Agency fees (excluding DTC) Launch meeting (kickoff) Market research/analytics (excluding DTC) Sales force preparation Samples DTC Physician education Patient education/ assistance Medical affairs Managed markets/market access Health economics/outcomes research Significant increase Some increase Total Increase (n=29) 12% 16% 24% 28% 28% 28% 36% 52% 72% 60% 56% % Responses 8% 4% 4% 8% 8% 8% 24% 40% Health Outcomes and Health Economics Research are expected to grow significantly in importance in the next three years, with 97% projecting spending increases there. A majority of participants also expect increases for managed markets, medical affairs and patient education spend. 12% 16% 32% 32% 32% 36% 36% 60% 80% 84% 96%
17.
18. Investment Allocation by Activity Category (1) Total Benchmark Class: Launch Year & Launch Year -1 * $70 mil response not included in calculations. * $50 mil and $13.8 mil responses not included in calculations. Yellow highlights indicate highest three spend areas for each year. Red circles indicate activities for which Year -1 spend exceeds Launch Year investment. $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Other Marketing activities $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Sales force preparation n = 14 Year -1 n = 18 Launch Yr. Activity Category $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Samples $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Launch meeting (kickoff) $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Physician education $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Patient education/ assistance $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Medical affairs $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Market research/ analytics (excluding DTC) $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Managed markets/ market access $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Health economics/ outcomes research $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX DTC & Advertising Expenses $XXXX $XXXX $XXXX $XXXX $XXXX $XXXX Agency fees (excluding DTC) Low Average High Low Average High
20. Top Areas to Consider in Setting Launch Budgets Q. What are the three most important success factors to consider in establishing and allocating new product launch budgets in today’s market? Verbatim Responses: “ Good definition of the key influencers & decision makers.” “ Getting medical information/education to physicians without use of sales reps.” “ Competitive differentiation for HE/OR benefit.” “ Use new/digital vehicles with field force, physician, payer, patient.” “ Investment in physician education (CME & Promotional).” “ Expertise/presence in market today vs. being new entrant.” “ Ensure managed marketing is adequately funded.” “ Differentiating the brand via strategic marketing.” “ Using alternative marketing sources/direct to physician.” “ Creativity and collaboration from the team.” “ Focus on fundamentals.” “ Touch - the number of thought leaders that touch the drug either in preclinical or clinical settings pre-launch.” “ Research/phase III.” Success Factor Categories % Responses Other: Experience in new market, patient assistance, understanding competition, understanding how product will be paid for, team collaboration, advocacy. Survey participants identified Managed Care access and reimbursement, physician awareness, KOL relationships, and solid market research as the most important areas to consider in establishing successful new product launch budgets. (n=25) 13% 13% 13% 17% 21% 21% 25% 33% 38% 38% 50% Sufficient Investment Favorable Co-pay Launch Trajectory Sales Force Preparation Physician Access Product Differentiation Patient Education/Awareness Data - Clinical, Health Economics/ Outcomes, Comparative Effectiveness Market Research/Market Analytics Data Physician/KOL Awareness/ Education Managed Care Access/ Reimbursement
22. Activities for Successful Future Specialty Product Launch Q. Within the next 24-36 months, what launch activities (traditional or emerging) do you think will be the Top Three most important to achieving a successful launch for a specialty product? (n=25) Top Activity Categories Verbatim Responses: “ Targeted research activities that alter the standard of care in settings where the drug is or will be used most frequently.” “ Elucidating clinically significant differentiation vs. standard of care.” “ Use of novel channels to more frequently reach and connect with end users (Internet).” “ Clear patient (and payer) value proposition.” “ Consumer marketing via internet and social media.” “ Non-personal education and promotion to physicians.” “ Reimbursement support/Pharmacoeconomics.” “ Outcomes Research and Studies - Comparative Outcomes. “ Claims data analysis.” “ Interactive educational tools.” “ Evidence based guidelines for product use.” “ Clinical outcomes data/post marketing.” Physician Access Patient Education Value Proposition KOL Relationships Product Differentiation/Positioning New Channels (e.g., social media) Health Outcomes/Economics Research Physician Education Sales Force Preparation Market Data & Analytics (e.g., segmenting, forecasting, pricing) Managed Care Access/Reimbursement 44% 28% 16% 28% 28% 28% 16% 12% 12% 12% 12% % Responses Other: CI, reimbursement landscape research & prep, test promotional campaign, interactive educational tools, post-marketing outcomes data, attend ad boards, use evidence-based guidelines, strong value proposition Nearly half the participants expect managed care access and reimbursement activities to be among the Top 3 most important product launch activities over the next few years. Also key to launch success will be physician education, health outcomes research, sales force prep and market data & analytics.
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