Digital Trends in Biopharma Launch Strategy and Investment

Industries Profiled:
Biotech; Pharmaceutical; Consulting; Medical Device; Chemical; Health Care; Biopharmaceutical; Clinical Research; Laboratories; Marketing


Companies Profiled:
Amgen; Bending Brook LLC; Boehringer Ingelheim; Carl Zeiss Meditec; Inc.; Genentech; Kaleidoscope Health Ventures; Merck; Roche; Sanofi; Smith & Nephew; UCB Pharma; West 53rd St Digital

Study Snapshot

Best Practices, LLC engaged 12 leaders from 12 biopharma organizations in this study through a benchmarking survey.

Key topics covered in this report include:

• Digital Activities and Acceleration
• Digital Impact on a Successful Launch
• Investment Trend & Effective Assessment

• Companies have implemented metrics to measure the effectiveness of investment in digital platforms:

• On average, companies increased their budget allocation for digital launch by 200% during the course of the pandemic.
• To validate these investments, companies have implemented qualitative and quantitative metrics:
  • Quantitative metrics help in measuring the reach of digital communication to the patients and HCPs.
  • Qualitative metrics assist in understanding HCPs’ feedback.

• Most valuable new digital activities for product launch
• Top quantitative metrics for validating digital strategy and investment to senior leadership
• Top qualitative metrics for validating digital strategy and investment to senior leadership
• Percentage of total launch budget earmarked for digital programs in 2019 vs. today
• Digital acceleration in launch - Company A
• Digital acceleration in launch - Company B
• Digital acceleration in launch - Company C
• Digital acceleration in launch - Company D
• Digital acceleration in launch - Company E
• Percentage of total digital budget allocated to each of the listed digital operational areas to support the launch product
• Importance of listed factors in increased allocation of launch resources toward digital
• Role of new digital approaches in current and future go-to-market strategy

• Impact of listed digital activities and programs used to support a successful pharma product launch – New product planning and development activities
• Impact of listed digital activities and programs used to support a successful pharma product launch – Medical and patient support activities
• Impact of listed digital activities and programs used to support a successful pharma product launch – Marketing activities
• Impact of listed digital activities and programs used to support a successful pharma product launch – Sales activities
• Other high-value digital activities or programs for launch
• Structuring launch team to ensure successful planning, development and execution of critical digital initiatives

• Change in launch spend across each of the listed critical digital program areas – New product planning and development activities
• Change in launch spend across each of the listed critical digital program areas – Medical and patient support activities
• Change in launch spend across each of the listed critical digital program areas – Marketing activities
• Change in launch spend across each of the listed critical digital program areas – Sales activities
• Effective metrics for measuring digital performance in launch

• Participant job title and industry represented
• Participant geographic responsibility and therapeutic area represented