SOURCE: Cutting Edge Information

Cutting Edge Information

August 18, 2016 07:41 ET

Nine out of 10 Pharmas Wait Until Phase 3 to Complete Commercial Risk Assessment Activities

Brand Assessments Form the Foundation for Commercialization Strategies as Products Mature

RESEARCH TRIANGLE PARK, NC--(Marketwired - August 18, 2016) - The vast majority (88%) of surveyed pharmaceutical companies do not complete commercial risk assessment activities until Phase 3 development. However, some companies begin activities much sooner.

The data published in a pharmaceutical industry study show that 25% of drug companies work on commercial risk assessment during pre-clinical developmental and 38% of companies begin target product profile development during this time.

The study, Pharmaceutical Commercialization Profiles: Driving Brand Success with Better Budgeting and Timing, published by Cutting Edge Information, found that Phase 2 is the prime time to take on brand assessment activities for many companies. Three-quarters of surveyed firms report completing disease state assessments during this time, and another 63% of surveyed firms perform competitive landscape assessments and unmet needs assessments in this stage.

"Brand teams begin assessing their products and commercial landscapes as early as pre-clinical development," said Adam Bianchi, senior director of research at Cutting Edge Information. "These early assessments are instrumental as teams coordinate essential support activities and determine budgets."

During late-stage development -- Phase 3a to registration and launch -- pharmaceutical companies begin to ramp up commercial support for their emerging brands. However, by Phase 3b, surveyed firms begin targeting more specific commercial activities within medical affairs and market access, outlined in detail in the full study.

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 brand budgets and staffing metrics to help improve pharmaceutical commercialization strategies and resources. Report highlights include:

  • An overview of medical affairs, market access and marketing and commercial expenditures resources 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' key performance indicators for early brand development, late-stage brand development and post-launch support

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

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