SOURCE: Cutting Edge Information

Cutting Edge Information

June 16, 2016 08:36 ET

80% of Pharma Companies Have New Product Planning Groups on Brand Commercialization Committees During Early-Stage Development

Internal Functions Are Key for Companies' Committees Across Stages of Development

RESEARCH TRIANGLE PARK, NC--(Marketwired - June 16, 2016) - A new study of pharmaceutical brand teams found that during the Pre-Clinical and Phase I stages of development, 80% of surveyed companies' had new product planning (NPP) groups on their brand commercialization committees. The study, published by Cutting Edge Information, highlights the importance of NPP teams in transitioning products from development to market.

Clinical development, legal, and market research teams were also present in 60% of companies throughout the pre-clinical stage, while only 40% of firms had portfolio management teams in this phase. However, the involvement of portfolio management teams increased to 60% during the Phase 1 process and regulatory, supply, and marketing teams as well as competitive intelligence stakeholders were included 40% of the time during this development stage.

According to the study, Pharmaceutical Commercialization Profiles: Driving Brand Success with Better Budgeting and Timing, the majority of surveyed groups (83%) each involve clinical development, regulatory, market research, and medical affair groups during Phase 2. During this same stage of development, 50% of surveyed companies each include legal, portfolio management, and publication teams. More than half of companies represent each aforementioned function on brand committees throughout Phase 3. All surveyed organizations have regulatory, pricing and marketing stakeholders represented on these committees.

"Brand committees' stakeholder involvement and staffing changes throughout a product's lifecycle," said Adam Bianchi, senior director of research at Cutting Edge Information. "By combining stakeholders from across the company in these committee meetings, all internal teams become aware of upcoming actions or hurdles that the brand may face."

Pharmaceutical Commercialization Profiles: Driving Brand Success with Better Budgeting and Timing, available at http://www.cuttingedgeinfo.com/research/marketing/brand-commercialization-launch/, provides signposts and key budget and staff metrics to help improve your pharmaceutical brand commercialization strategies and resources. Report highlights include:

  • An overview of medical affairs, market access and marketing and commercial expenditures resourcing from pre-clinical development to two years post-product launch
  • Data on staffing brand commercialization committees and timing specific brand activities and assessments
  • Profiles of more than 20 pharmaceutical brands for early brand development, late-stage brand development and post-launch support

For more information about this study or other pharmaceutical brand management services by Cutting Edge Information, please visit http://www.cuttingedgeinfo.com/research/marketing/brand-commercialization-launch/.

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