Successful products require substantial, consistent investment and a multifaceted approach to development and commercialization. Multiple strategies, real product-specific advantages that differentiate a product from key competitors, and the marketing muscle necessary to achieve share of voice are key to long-term success. Effective prelaunch planning and execution is required to shape and prepare the market and to ensure rapid adoption at launch. Companies are constantly faced with a series of choices. How those choices are made will ultimately determine the future success of the brand. There is substantial cost to developing and marketing potential blockbusters, and early commercial analysis and input is critical to the process. Prelaunch investments can be significant. Through a partnership involving research, clinical development, and commercial, we can hope to optimize the decision-making process, reduce the risk of investment, effectively shape products and their markets for launch success, and focus on areas of opportunity.
KeywordsMarket Research Continue Medical Education Package Insert Life Cycle Management Product Team
Unable to display preview. Download preview PDF.
- 1.PhRMA Member Companies' R&D Expenditures for 2001 is estimatedGoogle Scholar
- 2.U.S. Food and Drug Administration 2002. IDEC's Zeralin (Feb.), Gilead's Hepsera (Sep.), Seron's Rebif (Mar.), Amgen's Neulasta™ (Jan.), Pfizer's Vfend (May), Novartis' Zelnorm (July), Astrazerer's Faslodex (April) plus 4 othersGoogle Scholar
- 3.Blauvelt B. Benchmarks for blockbuster launches. Pharmaceutical Executive, Vol. 23, pg. 53, Feb 2003Google Scholar
- 4.Daly, M. Lolassa; Pharmaceutical Executive Supplement, Vol. 24 March 2004Google Scholar
- 5.Fox, S. Market research 101. Pharmaceutical Executive. Vol. 21, May 2001Google Scholar
- 7.Anonymous. Product Launches Report. Personal communication. 2001Google Scholar