Pharmaceutical Product Launch Evaluation Excellence: Processes and Measures to Evaluate Launch Success

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


Companies Profiled:
Alcon; Amgen; APR Applied Pharma Research; Arvelle Therapeutics; ASC Therapeutics; BeiGene; BIOCAD; Bioviiix; Dendreon Pharmaceuticals LLC; Eisai; Grünenthal; Genentech; GlaxoSmithKline ; Kala Pharmaceuticals; Inc.; Karyopharm Therapeutics; Klosterfrau Healthcare Group; Medexus Pharmaceuticals; MEDiSTRAVA; Merck Sharp & Dohme; NeuroTau; NexGen Healthcare Communications; Novartis; Novo Nordisk; Nutricia; Prothena; Sanofi; Sanofi Genzyme; Scilex Pharmaceuticals; Sunovion; Supernus; Theravance; UCB Pharma; Viatris

Study Snapshot

Best Practices, LLC engaged 37 leaders from 33 biopharmaceutical companies in this research through a benchmarking survey.

Key topics covered in this report include:

• Understand Product Launch Evaluation Process
• Determine Role of Forecasting in Evaluating Success
• Identify Key Performance Measures Used
• Review Importance of Specific Launch Evaluation Performance Measures
• Describe Process and Timetable for Recalibration of Launch Targets

• Most companies lock in forecasts a year before launch and adjust performance targets, if necessary, every 6 months after launch:

• Because forecasts often serve as commitments to the firm’s financial plan, they cannot be adjusted easily.
• For the same reasons, greater-than-expected success can lead to complacency.
• Large pharma locks in forecast 11 months prior to launch while small-mid sized pharma 13 months before launch.
• Post-launch, large pharma re-calibrate targets every 6 months while small-mid pharma does it every 5 months.

Sr. No.	Topic	Slide No.
I.	Executive Summary	p. 3-7
	Research Overview	p. 4
	Universe of Learning	p. 5
	Key Findings	p. 6-7
II.	Launch Evaluation Process	p. 8
III.	Key Performance Measures	p. 18
IV.	Recalibrating Targets Post-Launch	p. 33
V.	Lessons Learned	p. 40
VI.	Participant’s Demographics	p. 44
VII.	Appendix: Detailed Data Slides	p. 46
VIII.	About Best Practices, LLC	p. 55

• Benchmark companies' approach to product launch assessment
• Interview narratives around the factor that shapes launch evaluation
• Forecasting timeframe (in months) used to evaluate product performance - Total benchmark class
• Forecasting timeframe (in months) used to evaluate product performance - Large pharma vs. Small-mid sized pharma
• Interview narratives around the functions represented in the product launch forecasting team
• Factors that affect launch forecasts
• Interview narratives around the important steps for creating a sound launch forecast
• Frequency of post-launch target (forecast or other metrics) recalibration - Total benchmark class
• Frequency of post-launch target (forecast or other metrics) recalibration - Large pharma vs. Small-mid sized pharma

• Effectiveness of the sales measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of the sales measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
• Interview narratives around the best sales measures
• Effectiveness of thought leader and physician awareness measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of thought leader and physician awareness measures to determine whether the launch was successful or not – Large pharma vs. Small-mid sized pharma
• Interview narratives around striking the right balance between measures and activities
• Effectiveness of payer access measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of payer access measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
• Effectiveness of patient acceptance measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of adverse events and regulatory scrutiny measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of sales force performance measures to determine whether the launch was successful or not - Total benchmark class
• Effectiveness of sales force performance measures to determine whether the launch was successful or not - Large pharma vs. Small-mid sized pharma
• Other key performance measures used by benchmark companies to assess launch success
• Interview narratives around quantitative and qualitative measures to help launch teams determine whether or not a product has successfully launched into the competitive marketplace

• Frequency of reviewing performance metrics with launch team
• Methods used to review launch performance metrics - Total benchmark class
• Methods used to review launch performance metrics - Large pharma vs. Small-mid sized pharma
• Triggers used to determine whether or not corrective action (adjustments to launch plan) were required - Total benchmark class
• Triggers used to determine whether or not corrective action (adjustments to launch plan) were required - Large pharma vs. Small-mid sized pharma
• Critical launch success factors

• Interview narratives around looking beyond the measures
• Interview narratives around failures and successes
• Learning from previous launches