Optimizing Brand Profile Spending Distribution: Increase Late-Stage Development Resources to Improve Post-Launch Commercialization

Matthew Doscher, Research Analyst
By Matthew Doscher,
Research Analyst

By Phase 3, practically all of a pharmaceutical company’s operations have begun preparing for the product launch. As a product nears marketing entry, the brand profile often includes a broad spectrum of launch activities. Each department has numerous responsibilities including thought leader engagement for medical affairs, pricing negotiations for market access and product label preparation for commercial teams. Appropriately distributing funds among all aspects of the brand profile is crucial for successful commercialization after a pharmaceutical brand launch.

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Strategic Account Management: Collaborations Between KAMs and Other Internal Groups

Natalie DeMasi, clinical development and medical affairs researcher
By Natalie DeMasi,
Senior Research Analyst

Strategic account management entails interacting with every level of the target organization.  While a company’s sales reps interact with hospital specialists, for instance, key account managers (KAMs) may meet with higher-level individuals in the hospital system.  This layered approach ensures that the company builds relationships personnel both on the ground and at the higher organizational levels.

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Value Assessment: Determining ROI of Patient-Centric Marketing Initiatives

Matthew Doscher, Research Analyst
By Matthew Doscher,
Research Analyst

It can be very difficult to gauge the benefits of patient-centric engagements and marketing programs. Calculating ROI can prove difficult due to complications when collecting “hard” commercial metrics, such as change in sales. In fact, 41% of surveyed teams do not measure ROI for their initiatives. If the initiatives focus more on medical affairs or patient access, measuring ROI may not be possible.

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Taking Advantage of Generation “Like”: Using Digital Technology and Social Media to Reduce Trial Timelines

Matthew Doscher, Research Analyst
By Matthew Doscher,
Research Analyst

Social media is a dominating force throughout the entire world. Over 2.3 billion people use social network worldwide — that equals 31% of the global population. In the United States, 78% of the population possesses a social network profile. Now an extremely crucial tool, businesses try to find multiple ways to use social media advantageously. The pharmaceutical industry is no exception. Pharma companies look to use these new tools to help expedite trial timelines especially within Phase 4 studies.

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Early Brand Commercialization Strategy: New Product Planning Paves the Way for Other Teams’ Involvement

Sarah Ray, regulatory affairs and safety researcher
By Sarah Ray,
Senior Research Analyst

Increasingly competitive markets—combined with the uptake in evaluative measures like comparative effectiveness—require companies to initiate new product planning activities as soon as possible.  Often, dedicated new product planning teams are among the earliest-involved in commercial strategy-building.  At the preclinical development stage, 80% of surveyed life science teams include new product planning in their brand commercialization committees (Figure 1).  By Phase 3, a smaller percentage of companies—63%—report the same (Figure 2).

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Determining a Pharma Brand Budget: No One-Size-Fits-All Solution

Natalie DeMasi, clinical development and medical affairs researcher
By Natalie DeMasi,
Senior Research Analyst

A common challenge facing life science companies is determining a pharmaceutical brand launch budget. No one size fits all because these budgets depend on a number of different factors, including product type, expected peak revenue and market circumstances. Add to this individual companies’ own resource limitations, and a designing a pharma brand budget becomes a very daunting task.

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Create Pharmaceutical Commercial Boards to Meet Developing Brand Needs

Victoria Cavicchi, pharmaceutical social media researcher
By Victoria Cavicchi,
Senior Research Analyst

Launching and commercializing new pharmaceutical products is a complex process.  A successful launch requires input from experts across the organization, as well as meticulous timing and coordination of activities.  “Just about every function at one point or another is going to be involved in the brand launch,” explained one interviewed associate director of new products. To combine an array of expertise, pharma companies develop commercial boards to support their emerging products.  However, these teams must evolve over time to match growing brand needs. Continue reading


Taking Mobile Health Applications One Step Further with Smart Shoe Wearables and More

Sarah Ray, regulatory affairs and safety researcher
By Sarah Ray,
Senior Research Analyst

As part of its research into life science teams’ digital marketing practices, Cutting Edge Information has studied the development and uptake of mobile platforms.  Cutting Edge Information’s previous pharmaceutical digital marketing report delves into how corporate and brand teams alike develop mobile applications—combined with how targeted physician and patient audiences use them. Examples of the types of mobile applications that life science organizations develop range from those that are effectively lifestyle trackers to applications that function as medical devices.  Continue reading