Toronto, Canada (PRWEB) September 10, 2013
In today’s biopharmaceutical industry, the need for companies to develop and implement life cycle management (LCM) plans for their portfolio is an imperative. Time windows associated with true product exclusivity are shortening, R&D investment and risk are increasing, and healthcare stakeholders (especially payers) are demanding safety and effectiveness evidence beyond the registration studies to support reimbursement and market access. Customer value perceptions are now central to a company’s ability to communicate its product positioning attributes and fully realize the unique differentiation qualities that ensure maximum product usage and reimbursement. Yet, we have found very few organizations equipped to manage this well today.
With the competitive edge evolving beyond registration studies and first-to-market regulatory approvals to requirements of performance and value in a “real world” patient population, biopharmaceutical companies must approach strategic and operational planning differently. Emerging questions and issues include: What is the value identity of our brands / portfolio? What type of evidence claims are needed to differentiate among other marketplace competitors? What is the full range of options that exist to deliver this claim? What are the anticipated pitfalls or challenges? Who needs to be involved and what are cross-functional operational models that work? What is the business case or rationale to support investment? What level of risk is acceptable and/or appropriate for our company?
This webinar will explore the role of life cycle management and our observations and experiences as they relate to “what’s worked” and “what hasn’t.” Speakers will share insights on strategic and financial objectives and goal-setting, on key functions that are typically critical to LCM planning success, on the role and value of a consistent and codified process
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