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Research from Best Practices, LLC Delivers Blueprint for Commercial Success of New Product Planning Groups
Date:3/11/2010

The research project illustrated that as companies move through each successive development Phase, the actual nature of assessment activities changes. For instance, many companies stated that competitive assessments and lifecycle planning made in the early stages are somewhat speculative, primarily designed to spot opportunities. Later on these activities become more specific, designed to drive forecasts.

While most companies perform competitive assessments from pre-clinical all the way through Phase 3, study participants said the activity is particularly critical in pre-clinical because:

  • It can gauge what changes will occur in the years ahead
  • It helps with understanding the disease state and where competitors' products fit in
  • It informs how well your drug will fit in the market
  • It helps frame "go, no-go" analysis so that, as data comes in, competitive assessment can drive forecasting and profitability potential
  • The research examines dozens of NPP developmental activities in terms of timing during the development process, intended outcomes and value for the organization.


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SOURCE Best Practices, LLC
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