Launch Window Spend as a Percentage of Revenue

Launch Window Spend as a Percentage of Revenue


This final installment of the 10-part Medical Affairs Product Launch Series presents medical affairs spending as a percentage of product revenue. This installment is exclusive to those who subscribe to the full series. When purchasing this product you will get access to all 10 modules in this series.

Findings compare launch window spend to projected peak annual returns. This information is presented and analyzed by lifecycle stage. Graphs show average expenditures as well as minimum and maximum spend as a percentage of revenue. Data are presented in aggregate to maintain surveyed teams’ anonymity.

In developing this module, Cutting Edge Information’s analysts collected surveys from and consulted with a series of medical affairs leaders at several top pharmaceutical, biotechnology and medical device companies.

  • Improve your medical affairs launch strategy
    • Explore structures and strategies of launch strategy teams — different modules cover topics including case studies, team profiles and operational benchmarks.
    • Focus on benchmarking key performance indicators (KPIs)
  • Description
  • Additional information

Launch Window Spend as a Percentage of Revenue is the tenth and final module of the 10-part Medical Affairs Product Launch Series. Based on primary research collected directly from executives leading top medical affairs teams, this module shows medical affairs spending for individual products as a percentage of projected peak annual product revenue. This information is presented by lifecycle stage.

  • Publication Date: October 2017
  • Pages: 29
  • Figures: 15

Surveyed 20 respondents:

  • Split by product type:
    • Niche (6)
    • Common (8)
    • Blockbuster (6)
  • Split by launch region:
    • Global (2)
    • US (8)
    • EU & Can (4)
    • APAC (2)
    • MENA (3)
    • Lat Am (1)
  • Split by company size:
    • Top 10 (4)
    • Top 50 (2)
    • Small (11)
    • Device (3)

Increase patient-centricity for each subfunction. Medical affairs patient-centricity is an important aspect of the evolving role of medical affairs teams. This report showcases popular — and proven — ways for different subfunctions to increase medical affairs patient-centricity during prelaunch, launch and post-launch stages. These insights identify industry trends and innovations for medical affairs patient-centricity and proving value that teams can implement within their teams.


Elevate medical affairs to the next level: discover new ways to boost medical affairs patient-centricity and better demonstrate team value. Medical affairs groups expand their reach beyond thought leaders to payers, patients and other internal functions, such as clinical development. A well-rounded medical affairs team offers value, assistance and insights to these different groups. This report highlights timelines, processes and direct feedback from executives that delve into medical affairs teams’ shifting role as an integral part of an organization.

Drive home value using best practices and innovative KPIs. Intangible metrics are very difficult to measure, but teams that can report how their efforts impact stakeholders will drive home value to the larger organization. The report examines best practices and a range of metrics and strategies that teams can use to better measure their value.


Executives, managers and team members at any level of the medical affairs organization will benefit from this research, including those involved in medical field teams, key opinion leader/HCP management, medical information, medical publications, health outcomes/managed care liaisons, and any other teams and sub-teams.


Medical affairs budgets comprise anywhere from 0.02% to 3.83% of the product’s projected peak annual revenue.  These figures depend heavily on company strategy, the product’s lifecycle stage and brand profile characteristics such as competitive landscape. Unsurprisingly, medical affairs budgets substantially increase as a percentage of revenue from two years before launch to the product’s first year on market among surveyed teams. These budgets include reported spend for thought leader development, MSLs, medical publications, medical information, company-driven medical education, IME grants and IITs.