Pharmaceutical New Product Planning

Structure and Activities to Drive Growth and Profitability

Publication Date	August 2008
Publisher	Best Practices
Product Type	Report
Pages	176
ISBN Number	not applicable
Product Code	BPC00045

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Summary

Pharmaceutical and biotech companies are increasingly under pressure to deliver effective new products in shorter time frames while minimizing development costs. The structure, activities, and resources of New Product Planning (NPP) groups are critical to focusing new product development and optimizing product portfolios.

This research identifies the structure and roles of NPP groups as well as the full set of activities that NPP groups perform across the development cycle. The study details the strengths and weaknesses of various NPP organizational structures and how the operational characteristics of the NPP function evolves as a company matures. in addition, the research examines dozens of NPP development activities in terms of timing during the development process, intended outcomes and value for the organization.

Best Practices, LLC used both field surveys and interviews to complete this study. in all, 27 New Product Planning leaders at 25 different companies across the globe contributed data. in-depth interviews were conducted with leaders from 13 of the participating companies.

Content

Research Background
- Research Objective and Methodology
- Definitions
- Benchmark Class
- Benchmark Segmentation
- Participant Titles
- Industry and New Product Planning Experience
- Where are Headquarters Based
The State of New Product Planning
- Commercial Insights Help Shape Development Activity
- New Product Planning is Evolving to Cope with Industry Challenges
New Product Planning Structure & Resources
- Key Findings
- within which Organizational Function does the New Product
- Planning Group Reside?
- Who does the New Product Planning Group Head Directly
- Report to?
- New Product Planning: Three Principle Structures
- How is the New Product Planning Function Organized?
- What is the Structure of the New Product Planning Group?
- Breakdown by Regional/Global and Reported Structure
- Evolution of the New Product Planning Function
  - Level 1: Tactical Focus
  - Level 2: Process Focus
  - Level 3: Strategic Focus
""Structural"" Traits That Build An Effective New Product Planning Group
Roles, Responsibilities, Interaction & Influence
- Key Findings
- New Product Planning's Role and Influence in Shaping
- Portfolio Decisions
- Regional vs. Global and Corporate vs. Therapeutic Areas
- Balancing Corporate Imperatives and Therapeutic Interests
- Balancing Regional and Global Interests
- Global Oversight with Regional Insight
- Coordinating Regional and Global Activity
- One ""High-Level"" Decision-Making Framework
- Balancing Global and Regional Roles
- Transitioning Activities from New Product Planning
- Key New Product Planning Deliverables
New Product Planning Activities & Outcomes
- New Product Planning Activities: Key Patterns & Activities
  - Key Findings
  - Development Activity
  - New Product Planning Activities and Outputs
  - Activities Summary
  - New Product Planning Activity Flows
- New Product Planning Activities: Marketing Planning
  - Key Findings
  - Global New Product Planning - Large Pharma Segment
  - Marketing Planning Activity Overview
  - Global New Product Planning - Small Pharma Segment
  - Marketing Planning Activity Overview
  - Regional New Product Planning - Large Pharma Segment
  - Marketing Planning Activity Overview
  - Competitive Assessment
  - Disease State Opportunity & Mechanism Assessment
  - Draft Launch Label Creation
  - Epidemiology and Patient Flow
  - Lifecycle Planning
  - Spotlight: Extending Product Lifecycle
  - Market Assessment
  - Target Product Profile Creation & Financial Evaluation
- New Product Planning Activities: Market Research
  - Key Findings
  - Global New Product Planning - Large Pharma Segment
  - Market Research Activity Overview
  - Global New Product Planning - Small Pharma Segment
  - Market Research Activity Overview
  - Regional New Product Planning - Large Pharma Segment
  - Market Research Activity Overview
  - Core Message Development
  - Spotlight: Early-Stage Scenario Planning
  - Draft Launch Label - Market Research
  - Exploratory - Disease State/Therapeutic Insights
  - Healthcare Professional Segmentation
  - Managed Care Research/Health Outcomes
  - Patient Flow & Treatment Algorithms
  - Patient Segmentation
  - Positioning Research
  - Pricing - Primary Pricing Research
  - Pricing - Secondary Data
- New Product Planning Activities: Medical Marketing
  - Key Findings
  - Global New Product Planning - Large Pharma Segment
  - Medical Marketing Activity Overview
  - Global New Product Planning - Small Pharma Segment
  - Medical Marketing Activity Overview
  - Regional New Product Planning - Large Pharma Segment
  - Medical Marketing Activity Overview
  - Advisory Boards
  - Branding of the Science
  - KOL Identification
  - Spotlight: Getting KOL and Payer Perspective Early
  - KOL Management
  - Medical Meeting Plan
  - Non-registration Trials Strategy and Planning
  - Publication Strategy and Planning
- New Product Planning Activities: Brand Strategy
  - Key Findings
  - Global New Product Planning - Large Pharma Segment
  - Brand Strategy Activity Overview
  - Global New Product Planning - Small Pharma Segment
  - Brand Strategy Activity Overview
  - Regional New Product Planning - Large Pharma Segment
  - Brand Strategy Activity Overview
  - Development of Brand
  - Generic Naming
  - Positioning
  - Trade Naming
  - Trade Packaging/Formulations
Lessons Learned
Future of New Product Planning
Appendices
- Appendix A: Benchmark Class Background
- Data Interpretation
- Number of Employees
- Products in Pipeline
- Number of Marketed Brands
- Number of Blockbuster Brands Supported
- Annual Global Sales
- Annual US Sales
- Appendix B: Structure
- New Product Planning Employees
- Drivers of New Product Planning Change
- Structural Insights 136
- Job Title of New Product Planning Head
- Appendix C: Activity Insights
- Advisory Board Insight
- Branding of the Science Insight
- Competitive Assessment Insight
- Core Message Development Insight
- Differentiation Insight
- Disease State Insight
- Draft Launch Label Creation Insight
- KOL Management Insight
- Lifecycle Planning Insight
- Managed Care Research Insight
- Market Research Insight
- Patient Flow and Treatment Algorithm Insight
- Positioning Insight
- Publication Insight
- Sales Force Sizing Insight
- Target Product Profile Insight
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