SOURCE: Cutting Edge Information

Cutting Edge Information

February 11, 2016 08:48 ET

Global Teams Have 130 Percent More Pricing Staff Than US Counterparts During Pre-Launch, According to Cutting Edge Information

Extensive Pre-launch Planning With Pricing Personnel Is Crucial to Market Success, Especially at the Global Level

RESEARCH TRIANGLE PARK, NC--(Marketwired - February 11, 2016) -  Supporting a product launch with pricing full-time equivalents (FTEs) is crucial to market success and requires extensive planning pre-launch, especially at the global level. According to a study by primary intelligence provider Cutting Edge Information, surveyed Global teams have an average 130 percent higher number of pricing personnel supporting pre-launch activities for new products than their US counterparts.

Global teams have an average of 2.3 FTEs working on a new product one year before launch, compared with 1 FTE for US groups. However, as a product launches, surveyed country-level teams in the US have a higher average number of FTEs supporting a new product than global teams at launch and one year after launch. 

"It's interesting that as a product launches, surveyed country-level teams in the United States have a higher average number of FTEs supporting a new product than global teams at launch and one year after launch," said Jacob Presson, senior analyst at Cutting Edge Information. "Surveyed global groups are involved in setting launch strategy and typically lead the way for new products, which is why their personnel levels are higher."

Cutting Edge Information's report, Managing Market Access Launch Activities: Benchmarking Product Commercialization and Cross-Functional Coordination, analyzes the number of pricing personnel supporting a new product at Global teams around launch for both innovative and follow-on products. Results showed that surveyed Global teams launching innovative products use 11.1 percent more pricing personnel one year before launch than during launch. Surveyed Global teams launching follow-on products use more during launch than pre-launch. When a follow-on product is in its pre-launch phase, it uses 85 percent of the personnel used during launch.

Managing Market Access Launch Activities: Benchmarking Product Commercialization and Cross-Functional Coordination, available at http://www.cuttingedgeinfo.com/research/market-access/reimbursement-launch-activities/, analyzes market access teams before and during the crucial launch window, including spending, staffing and internal coordination. Report highlights include:

  • Benchmarks on global launch sequencing
  • Spending by function before, during and after launch
  • Data showing number of managed market account managers during the launch window
  • Trends in health economics delivery channels to external stakeholders

For more information about Managing Market Access Launch Activities: Benchmarking Product Commercialization and Cross-Functional Coordination please visit http://www.cuttingedgeinfo.com/research/market-access/reimbursement-launch-activities/

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