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Success Factors and Failure Points for Oncology New Product Launches

CHAPEL HILL, N.C., July 22, 2011 /PRNewswire/ -- The oncology therapeutic area continues to be an active sector for new pharmaceutical product investment and launches as next generation oncology therapies find success in a competitive marketplace. With more new targeted oncology products finding success, organizations in the oncology therapeutic area are facing a crowded marketplace that is pushing them to rethink the factors that play the biggest role in the current launch environment.

In a new wide-ranging research project that explores the pivotal success factors and failure points facing new oncology product launches, Best Practices, LLC 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. As more products target the same disease mechanism, the need for differentiation has become vital and, likewise, the price of oncology products has made it critical to present a compelling value argument to payers.

The benchmarking study 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 and avoidance of launch pitfalls. The report, Success Factors and Failure Points in Oncology Product Launches, examines each of these key launch issues and offers launch leaders two perspectives: an oncology segment and a total benchmark class segment that includes other therapeutic areas.

In addition to delivering qualitative and quantitative insights on each aspect of this launch framework, the 182-page report presents launch leaders' perspectives on the current and future risk levels for an array of pitfall factors that can affect a new product launch.

To download a complimentary study excerpt, go to:

Best Practices, LLC used both field surveys and interviews to complete this study. In all, 44 managers and executives at 38 leading bio-pharma companies participated in the survey.  In-depth interviews were conducted with leaders from six organizations who have decades of experience with pharmaceutical launches.

Topics covered in this study include:

  • Winning on Differentiated Product Positioning
  • Winning a Physician's Initial Trial of a New Product
  • Articulating Benefits that Shape Positive Market Perception
  • New Product Pricing Strategy
  • Thought Leader Engagement
  • Early Physician Education
  • Payer Education
  • Patient Education and Advocacy
  • Preparing Market Constituents
  • Access Insights & Success Factors
  • Winning Hospital Formulary Access
  • Resource Allocation for Key Stakeholders
  • Investment Requirements, Resource Allocation & Timing
  • Internal Launch Readiness
  • New Technologies for Informing Patients and Physicians
  • Pitfalls and Stumbling Blocks
  • Demonstrating Efficacy
  • Rating Different Safety Dimensions


Best Practices, LLC serves 48 of the world's 50 top companies in the pharmaceutical industry for more than 17 years.  For more information about the company, go to

SOURCE Best Practices, LLC
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