Managed Markets Market Research: Effective Structures & Activities for Gaining Maximum Payer Access & Insight

Publication Date	December 2008
Publisher	Best Practices
Product Type	Report
Pages	64
ISBN Number	not applicable
Product Code	BPC00058

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Summary

STUDY OVERVIEW

Commercial success of pharmaceutical products today depends increasingly upon understanding the needs of the commercial and government payers in the highly-influential Managed Markets sector. In response, savvy bio-pharmaceutical companies are seeking to improve their access to payers to develop the best possible Managed Markets insights before product launch. This benchmark research study examines the corporate structures and activities for Managed Markets market research (MMMR) that are most effective for gaining payer insights an identifies best practices from Managed Markets market research executives at 11 leading pharmaceutical and biotechnology companies. Directors, managers and executives who oversee market research serving the Managed Markets function will be able to use the benchmark metrics and executive insights in this report to gain maximum payer access and insights.

KEY TOPICS

Structure and organizational fit of function
Major pre-launch objectives of MMMR
Most effective activities for accessing hard-to-reach channel partners
Primary drivers of MMMR activities
Most critical pre-launch study types
Trends in staffing and focus
Advantages of dedicating resources for the function
Use of performance warranties
Job level of function's leadership
Key roles and responsibilities
Timing of key activities
Best practices
Pitfalls and Lessons Learned

KEY METRICS

Functional home of MMMR
Organization to which MMMR reports
Job level of MMMR leader
Effectiveness of current organizational structure
Principal drivers of activities
Percentage of qualitative vs. quantitative research
Top pre-launch objectives for MMMR
Global activities with greatest impact on strategic choices
Most effective activities for gaining insights on the overall MM sector
Most effective activities for gaining insights on hard-to-reach MM channel partners
Most effective activities for gaining access to hard-to-reach MM channel partners
Performance of activities by product development phase
Changes in research focus over the past 18 months
Top 3 most important types of pre-launch studies
Changes in staffing/resource levels for MMMR in past 18 months

METHODOLOGY

The research involved participants from 11 leading pharmaceutical and biotechnology companies. Managed Markets executives at 10 companies contributed data and insights in an online survey. Best Practices, LLC analysts also conducted in-depth interviews with six of the research participants to develop executive insights and success factors.

INDUSTRIES PROFILED

Health Care; Pharmaceutical; Biotech; Chemical

COMPANIES PROFILED

Abbott; Jazz Pharmaceuticals; Amgen; Alcon; GlaxoSmithKline; Johnson & Johnson; Novo Nordisk; Sepracor; Solvay America; Ther-Rx; Xanodyne Pharmaceuticals

Content

Field Study Overview
- Research Objective
- Definitions & Abbreviations
Key Findings
Universe of Learning
Participating Companies
- Company Size: Revenue & Number of Products
- Industry Experience of Study Participants
Structure Insights
- Managed Markets Market Research Can Be Effective in Variety of Functional
- Homes
- Market Research Is The Primary Functional Home for Managed Markets
- Market Research
- Group Reports into Managed Markets Organization at 50% of Firms
- Activities Are Most Often LED by Director Level
- Market Research Staff Performs Majority of Managed Markets Market Research
- Most Rate Their Managed Markets Market Research Function Only Somewhat
- Effective
- Effectiveness Limited by Competition for Market Research Resources
- Dedicated Managed Markets Market Research Staff & Resources Support
- Effectiveness
Research Types That Deliver Greatest Insight
- Qualitative Research Is Primary Focus in Managed Markets
- Market Research Is Primary Driver of Managed Markets Market Research
- Activities
- Pricing Is The Most Important Pre-Launch Managed Markets Market Research
- Study Type
- Pre-Launch Objectives That Focus Research
- Reimbursement Needs Are Top Pre-Launch Managed Markets Market Research
- Focus
- Use of Warranty or Guarantee Limited by Uncontrollables
- Additional Pre-Launch Objectives
Innovative Practices for Developing Insights
- Ad Boards & Team Meetings Have Greatest Strategic Impact
- Activities for Best Insights into Overall Managed Markets Sector
- Payer Advisory Board Success Strategies
- Account Manager Role in Managed Markets Sector Is Expanding
- in-Person Activities Best for Hard-to-Reach Payer Insights
- Peer-to-Peer Team Meetings Improve Access to Payers
- Account Managers Provide The Best Access to Hard-to-Reach Payers
- Demonstrate Value to Access Hard-to-Reach Payers
- Additional Activities for Hard-to-Reach Payers
- Summary of Primary Managed Markets Market Research Activities & Roles
Timing of Key Managed Markets Market Research Activities
- Managed Markets Market Research Activities Peak during Phase 3
- Companies Shifting Focus to Earlier & Extended Managed Markets Research
- Companies Find Benefits in Beginning Managed Markets Market Research
- Earlier
Key Trends, Best Practices & Critical Pitfalls
- Success Factors for Creating A High-Impact Managed Markets Market
- Research Culture
- Increasing Resources & Use of Account Managers Are Trends
- Best Practices: Structure & Communication
- Best Practices: Activity Timing & Payer Discussions
- Best Practices: Payer Insights & Access
- Critical Pitfalls and Lessons Learned
Appendix: Full Source Data
- Pre-Launch Objectives
- Impact of Global Activities on Strategic Choices
- Activity Effectiveness for Overall Insights
- Activities for Hard-to-Reach Partner Insights
- Activities for Access Hard-to-Reach Partners
- Global Activities Conducted at Each Development Phase
about This Research