|[January 17, 2013]
Pharma Brands Quickly Ramp up New Product Planning Staffing and Spending
RESEARCH TRIANGLE PARK, N.C. --(Business Wire)--
A new Cutting Edge Information report found that as products move
through development, the majority of surveyed companies' new
product planning staffing and budget resources increase steadily to
support those drugs' activities.
The study, "Pharmaceutical New Product Planning: Building the Framework
for Brand Commercialization," discovered that at many surveyed
companies, new product planning budgets and staffing for developing
brands start as early as pre-clinical work, though resources are
miniscule at this early point in most cases. These resources quickly
ramp up, however, as brands progress stage-to-stage. From Phase
1 trials to Phase 2, staffing resources increased by 48%, on
average, and from Phase 2 to Phase 3, staffing resources increased an
average 128%. New product planning budgets for these brands increased at
an even higher rate phase to phase.
"New product planning budgets are impressive once brands reach Phase 3,
particularly considering new product planning teams' relatively small
sizes," said David Richardson (News - Alert), Research Manager at Cutting Edge
Information. "However, these budgets pale in comparison to launch and
even post-launch commercialization expenditures. Because new product
planning teams are limited early on to activities like preparing the
market, forecasting potential and testing marketing messages, they don't
often need the extensive resources of launch or post-launch groups."
"Pharmaceutical New Product Planning: Building the Framework for Brand
features detailed data on new product planning's early commercialization
efforts including team structure and reporting lines, budget and
spending, staffing-encompassing staff education levels, background and
compensation metrics-and business development efforts. This study is
designed to help pharmaceutical companies:
Increase new product planning resources to support growing brand
responsibilities as developing products move closer to launch.
Communicate and work with clinical teams to insert commercially
focused data collection into clinical trials.
Facilitate easy transition of brand responsibility between teams by
leveraging new product planning team members' expertise.
Leverage new product planning teams' scientific and commercial
expertise and unbiased perspectives to support business development
For more information about new product planning benchmarking, contact
Cassie Demeter at 919-403-6583.
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