Pharmaceutical Product Launch Success: Marketing Meets R&D

The most successful productlaunches reveal new levels of organizational alignment. Marketers play avital role early on in shaping and planning product strategy - according toa study by pharmaceutical benchmarking firm Best Practices, LLC marketingactivities are now often beginning four to six years prior to launch.

Indeed, pharmaceutical and biotech companies reach much greater andsustained product success when they ensure strong partnerships between R&Dand marketing, balancing therapeutic innovation with commercial focus inall stages of product development. The report, "Best Practices in Global Pharmaceutical Launches," isavailable online with a complimentary excerpt at

For the study, analysts harvested survey data and qualitative bestpractices from informed executives at best-in-class pharmaceuticalcompanies, including Merck, Pfizer, Eli Lilly, Johnson & Johnson,GlaxoSmithKline and Novartis.

The report includes more than 180 metrics, 100 best practices and 20company case studies on critical pre- and post-launch topics, including: -- Marketing launch strategy and structure, -- Marketing investment and staffing, -- Cross-functional launch team composition and management, -- Thought leader development and more.

Product and marketing executives seeking to improve their own druglaunch process will find this detailed report invaluable for learning howthe best in the world do it. By implementing the basic drug launch formulasof best-in- class organizations, companies can fine-tune their products'positioning with added assurances of success.

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