Product launches represent a huge investment for pharmaceutical organizations. They also offer the potential for major new revenue streams, and yet the majority of launches fail to meet expectations. By surveying more than 50 individuals with launch experience from within the pharmaceutical community, Huron highlights areas that companies could revisit and potentially improve.
The research provides insights on whether:
- Teams developed sufficiently nuanced market knowledge
- There were proper linkages between launch plans and portfolio strategy and/or functional area plans
- Appropriate processes, resources/training were in place to execute a successful launch
- Best practices were applied across launches
The survey also teases out differences among respondents from different functional groups, (such as marketing, market access and other roles) and those in global verses affiliate roles.
Click here to read the research paper and see what lessons the findings may have for your company.