Competitive Pharma Product Launch Investment Insights

STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

In today’s dynamic healthcare landscape, intensifying competition, evolving stakeholder dynamics, and the rise of digital and omnichannel strategies have heightened the complexity of resource planning for biopharma product launches. To remain competitive, drug manufacturers must align their investments in light of all these factors, leveraging data-driven insights to drive efficiency, maximize impact, and achieve long-term success.

This updated report from Best Practices, LLC benchmarks investment and resource allocation trends for pharmaceutical product launches across three pre-launch budget years through the launch year. Based on data from 61 pharmaceutical and biotech launches, the research delivers critical insights into resourcing for commercial, medical, and patient access value activities. It also examines evolving investment patterns pre- and post-COVID, offering detailed resourcing benchmarks by market archetype and Peak Year Sales Forecast (PYSF).

This updated version builds on previous research to equip brands with the latest benchmarks and actionable strategies to optimize launch budgets and resource planning, ensuring a competitive edge.

Video Brief:

Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Medical Device; Manufacturing; Consumer Products; Chemical; Biopharmaceutical

Companies Profiled:
Abbott; AbbVie; Agenus; Amgen; Astellas; Baxter International; Bayer; Biogen; Boehringer Ingelheim; CSL Behring; Cutanea Life Sciences; Dicerna Pharmaceuticals; Eli Lilly and Company; EMD Serono; Ferozsons Laboratories Limited; Ferring Pharmaceuticals; Genentech; GlaxoSmithKline ; Gossamer Bio; Gr�nenthal; Inspire Pharmaceuticals; Ipsen; Janssen; Kyowa Kirin; Kedrion Biopharma; Lupin; Lundbeck; Nektar Therapeutics; Novartis; Noven Pharmaceuticals; Novo Nordisk; OncoCyte; OTSUKA; Pharmacyclics; Regeneron; Roche; Santhera Pharmaceuticals; Scilex Pharmaceuticals; Inc.; Sebela; Servier; Shire; Sunovion; Synthon; Takeda Pharmaceuticals; Tesaro; Teva Pharmaceuticals; Theravance; Zydus Cadila

Study Snapshot

Best Practices, LLC engaged 58 Commercial leaders from 48 leading pharmaceutical, biotech, and life sciences companies through a benchmarking survey instrument, capturing resourcing efforts from 61 product launches. Benchmark partners worked in such functions as Marketing, Commercial, and Product Franchises.

Key topics covered in this report include:

Industry investments for pharma product launches (pre-launch years to launch year)
Launch resource allocation based on PYSF
Launch investment distribution across commercial, medical, and patient access activities
Launch resource allocation by market archetype
Pre- and post-COVID launch investment trends

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

Launch Investment Benchmarks by PYSF: Products forecasted to exceed $1 billion in PYSF command 1.6X the total four-year investment of those in the $500M to $1B tier.

Distribution of Activity Investment By Year: Resourcing becomes more evenly distributed at launch, while promotional efforts and sales force prep remain a priority at peri-launch.

Table of Contents

Sr. No.	Topic	Slide No.
I.	Research Objectives & Methodology��	Pg. 3
II.	Universe of Learning	Pg. 4
III.	Executive Summary	Pg. 6-20
IV.	Launch Investment Benchmarks by PYSF	Pg. 21-27
V.	Launch Activities	Pg. 28-42
VI.	The Influence of Market Archetypes on Launch Resourcing	Pg. 43-63
VII.	About Best Practices, LLC��	Pg. 64

List of Charts & Exhibits

I. Research Objectives & Methodology

Overview of business objectives and research methodology

II. Universe of Learning

Benchmark study partners: New data added to the benchmark class
Benchmark study partners: Legacy data represented in the research

III. Executive Summary

One-page summary highlighting the business issue, analysis, and key insights
Strategic investment plan development
Pre-COVID total launch year investment distribution
Pre-COVID trends: Year-over-year growth in launch spending
Post-COVID total launch year investment distribution
Post-COVID trends: Year-over-year growth in launch spending
Average cumulative launch investment
Building baseline expectations for commercial and medical launch resource plans
Key diagnostic questions for outlier investment benchmarks (yearly spend per $1M PYSF)
Mitigating risks of underserved critical areas and optimizing launch strategy
Proportional activity investment distribution by year
Positioning products relative to market potential and competitive intensity
Archetype factors shaping best-in-class resource allocation

IV. Launch Investment Benchmarks by PYSF

Total U.S. investment for the product in the three years leading to launch and the launch year – by PYSF
Gauging total commercial and medical investment by year
Total investment distribution for year – 3 by PYSF
Total investment distribution for year – 2 by PYSF
Total investment distribution for year – 1 by PYSF
Total launch year investment distribution by PYSF

V. Launch Activities

Benchmark archetypes and function-based spend: annual distribution across pre-launch and launch years
Post-COVID and pre-COVID commercial activity investments across pre-launch and launch years
Post-COVID and pre-COVID medical activity investments across pre-launch and launch years
Proportional distribution of activity investment by year
Spend distribution by market archetype for pre-launch and launch years for commercial activities
Spend distribution by market archetype for pre-launch and launch years for medical activities
Guarding against underserving critical areas and optimizing the launch approach
Investment allocation distribution by activity category (year – 3, year – 2)
Investment allocation distribution by activity category (year – 1, launch year)
Year-over-year percent change in launch activity investment
Year - 3 investment focus: Top prioritized activity categories and tactical efforts
Year - 2 investment focus: Top prioritized activity categories and tactical efforts
Year - 1 investment focus: Top prioritized activity categories and tactical efforts

VI. The Influence of Market Archetypes on Launch Resourcing

Product positioning relative to market potential and competition
Commercial investment activity allocation distribution by activity category (launch year –3, launch year –2)
Commercial investment activity allocation distribution by activity category (launch year –1 and launch year)
Medical activity and patient access value activity allocation distribution by activity category (launch year –3, launch year –2)
Medical activity and patient access value activity allocation distribution by activity category (launch year –1 and launch year)
Best-in-class resource allocation for a differentiated product entering a novel therapy area
Total pre-launch and launch year investment for differentiated products entering novel treatment areas (in million USD)
Total yearly investment per $1K PYSF for differentiated products in novel markets
Total yearly investment for different commercial activities for differentiated products in novel markets
Total yearly investment for different medical and patient access value activities for differentiated products in novel markets
Best-in-class resource allocation for a differentiated product entering established markets
Total pre-launch and launch year investment for differentiated products entering established markets (in million USD)
Total yearly investment per $1K PYSF for differentiated products established markets
Total yearly investment for different commercial activities for differentiated products in established markets
Total yearly investment for different medical and patient access value activities for differentiated products in established markets
Best-in-class resource allocation for an upstart product entering a crowded market
Total pre-launch and launch year investment for upstart products entering crowded markets (in million USD)
Total yearly investment per $1K PYSF for upstart products entering crowded markets
Total yearly investment for different commercial activities for upstart products in crowded markets
Total yearly investment for different medical and patient access value activities for in crowded markets

Achieving Launch Market Leadership: Resourcing the Next Generation of Blockbusters

ID: PSM-393

Features:

Pages: 64

Published: 2024

Delivery Format: Shipped

Video Brief:

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