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Report Presents a Framework for Successful New Oncology Product Launches in the Pharmaceutical Sector
Date:4/20/2012

CHAPEL HILL, N.C., April 20, 2012 /PRNewswire/ -- There are some two dozen oncology therapies in Phase III testing and many more are in earlier stages of development. While only some of these therapies will make it to launch, those that do will face yet another hurdle: a competitive marketplace where success revolves around planning as much as science.

In this environment, pharmaceutical organizations in the oncology therapeutic area must constantly evaluate which factors play the biggest role in the current launch landscape. One pharma company with promising products in its development pipeline wanted to know what launch success and failure factors play the biggest role in the current launch environment.

To answer this question, Best Practices, LLC conducted a wide-ranging field research project that explores the pivotal success factors and failure points facing new oncology product launches. The research established a critical core set of factors that can make or break a market entry for cancer products as well as other types of therapies.

The study, Success Factors and Failure Points in Oncology Product Launches, presents a framework for launch success:

  • The ability to differentiate
  • A defined target patient population
  • Investment in launch activities
  • Engagement of thought leaders
  • Education of key stakeholders
  • Demonstration of value
  • Utilization of new technologies
  • Avoidance of launch pitfalls

In terms of educating and winning support from key stakeholders, the study found that companies need to focus on different constituents during three critical early periods in a product's lifecycle (Market Entry, Win Share and Grow Share).

When entering the market, oncology launch leaders said companies need to focus on educating KOLs and payers; when trying to win s
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SOURCE Best Practices, LLC
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