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Success Factors and Failure Points in Biopharmaceutical Product Launches

CHAPEL HILL, N.C., Feb. 17, 2011 /PRNewswire/ -- Recent biopharmaceutical product launches have produced both noteworthy failures and successes. Faced with a continually evolving launch landscape, organizations are rethinking 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 product launches, Best Practices, LLC established a critical core set of factors that can make or break a market entry.

The report, Success Factors and Failure Points in Biopharmaceutical Product Launches: An Updated Road Map for Strong Market Entry, 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.

In addition to delivering qualitative and quantitative insights on each aspect of this launch framework, the 148-page report presents launch leaders' perspectives on the current and future risk levels for an array of pitfall factors that can affect a launch. The pitfall areas touch on patient and payer pitfalls as well as physician and regulatory stumbling blocks.

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 biopharma companies participated in the survey.  In-depth interviews were conducted with leaders who have decades of experience with pharma launches. The research report includes 11 of the Top 20 biopharma firms and three of the six interviews were with Top 10 pharma companies.

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 Advocacy and Education
  • 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

To learn more about this report, download a complimentary report excerpt at For related research, visit our Best Practices, LLC Web site at


Best Practices, LLC serves 48 of the world's 50 top pharmaceutical companies.  For more than 17 years, we have conducted work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.  For more information about the company, go to

SOURCE Best Practices, LLC
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