62% of C-Level Executives Dominate the Approval of Pharmaceutical Launch Sequences

RESEARCH TRIANGLE PARK, NC–(Marketwired – June 17, 2016) – A new study published by Cutting Edge Information found that 50% of Top 10 and Top 50 firms turn to C-level executives when planning launch sequences. Additionally, 70% of small companies turn to their C-suite for approval.

The next most popular departments tapped to help construct launch sequences are marketing teams and specialized launch sequence groups or committees. Only 17% of Top 10 and Top 50 pharmaceutical firms use either of these groups, and small companies rely on these two teams only 10% of the time. Market access teams and brand managers are occasionally used as well in launch sequence planning, but in much smaller percentages.

According to the study, Pharmaceutical Launch Sequencing: Establishing Patient Access and Understanding Global Pricing, top executives are most involved during early planning stages and methodology discussions or during final presentations of recommendations. High-level executives are helpful in pre-planning meetings because they make important decisions using the right criteria early on, especially at large corporations. Active collaboration exists between internal groups during the planning process. At smaller firms, C-suite executives, company owners or chairmen may be involved in these crucial decision making processes.

“The decision making process accounts for multiple voices and opinions within the company,” said Adam Bianchi, senior director of research at Cutting Edge Information. “Even though C-suite executives make the final calls, strategic portfolio management, regulatory affairs, and legal teams play a part in making launch sequencing decisions.”

Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, available at http://www.cuttingedgeinfo.com/research/market-access/global-launch-sequencing/, helps companies maximize their margins when launching products around the world. Key trends are identified in how companies approach launch sequences and what drives decision making among internal and external stakeholders. The report addresses the following topics:

• Cross-functional coordination within the organization to provide important regulatory and market guidance to shape the product launch.
• Trend analysis for how companies develop launch sequences.
• Detailed analysis of launch sequencing tools — such as computerized optimizers and payer research.
• Outlines of typical and ideal launch sequences, including which countries are included in each launch wave.
• Factors that influence each particular market, as well as year-over-year trends in key markets.

For more information about Cutting Edge Information’s product launch benchmarking products, please visit http://www.cuttingedgeinfo.com/library/marketing/.

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