表紙
市場調査レポート

医薬品の上市:成功戦略

Pharma Product Launches: Strategies for Success

発行 FirstWord 商品コード 222809
出版日 ページ情報 英文 30 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.39円で換算しております。
Back to Top
医薬品の上市:成功戦略 Pharma Product Launches: Strategies for Success
出版日: 2011年10月30日 ページ情報: 英文 30 Pages
概要

当レポートでは、処方薬市場の環境と将来的製品上市動向、上市戦略を効果的な実施と計画、製品差別化の重要性について議論し、製品上市に関するケーススタディを採り上げながら、概略以下の構成でお届けいたします。

エグゼクティブサマリー

イントロダクション

上市環境における課題

  • 法規制上の課題
  • 処方力における変化
  • プライマリケア市場における激しい競争
    • 選択可能なオプション

強固な上市戦略をもつことの重要性

上市の準備

  • いつ始めるか
  • 多機能チーム編成の必要性
  • ステークホルダーとのかかわり
    • 保険者
    • 患者
    • 医師
    • ステークホルダーの区分

重要な最初の6ヶ月

類似薬剤の上市

  • 製品の差別化
    • ケーススタディ:類似製品の上市失敗事例
    • ケーススタディ:類似製品の上市成功事例
  • 牽引力とリソースの不足
  • 価格設定

専門家市場における上市

  • ケーススタディ:癌
  • ケーススタディ:多発性硬化症

上市後調査

謝辞

目次
Product Code: 400200048

In Pharma Product Launches: Strategies for Success, FirstWord looks at how successful launch strategies can place pharmaceutical companies in a strong position, despite the weak market. The report, based on expert interviews and case studies, explains how and when to initiate launch planning and stakeholder engagement, the importance of creating pre-launch awareness and the importance of product differentiation. In careful detail, the report outlines the key elements of launch programs and highlights the opportunities - and challenges - that the industry faces in launching a new drug in primary care and specialty markets.

Key features

  • Overview of the changing pharmaceutical landscape and how challenges will affect future product launches
  • Breakdown on initiating launch planning and successfully implementing launch strategies
  • Discussion of the importance product differentiation
  • Case studies detailing product launches for both primary care and specialist markets

Key Benefits

  • Detailed outline of the key elements of launch programs
  • Expert insight into how and when a successful launch planning should be initiated
  • Case studies on successful and failed product launches

Key Questions Asked

  • What are the key challenges in the ‘launch space’?
  • Despite shrinking launch options, what are the windows of opportunity?
  • What are the six pitfalls of product launch strategies?
  • What are the roles of the cross-functional team and engaged stakeholders?
  • How medical affairs are playing an increasingly important role in product launches?

Who Should Read This Report

  • Product launch teams
  • Marketing and brand management
  • Medical affairs
  • Consultants

Expert Views

  • Doug Moore, Life Sciences Marketing and Sales Consulting Leader, Capgemini
  • Thomas Forissier, Principal at Capgemini Consulting
  • Evgeny Kobin, independent consultant, former Associate Director Global Marketing, Afinitor at Novartis Oncology
  • Sarah Rickwood, Director, European Thought Leadership, IMS Health
  • Simone Seiter, Country Global Lead Launch Excellence, CoE Leader, Brand & Commercial Strategy, IMS Health
  • Dr. Samuel Dyer, CEO of Medical Science Liaison World

Table of Contents

  • Executive summary
  • Introduction
  • Challenges in the launch space
    • Regulatory challenges
    • Shift in prescribing power
    • Strong competition in the primary care market
    • Options available
  • Importance of having a solid launch strategy
  • Preparing for launch
    • When to Start
    • Need for a coordinated cross-functional team
    • Engaging with stakeholders
      • Payers
        • What payers want?
        • When to initiate payer engagement?
      • Patients
      • Physicians
      • Segmenting stakeholders
    • Pre-launch awareness
      • Role of medical affairs
  • First crucial six months
  • Launching a ‘me-too’ drug
    • Product differentiation
      • Case study - unsuccessful launch of a ‘me-too’ product
      • Case study - successful launch of a ‘me-too’ product
    • Lack of drive and resources
    • Pricing
  • Launching in specialist market
    • Case study - Oncology
    • Case Study - Multiple Sclerosis drug
  • Post launch surveillance
  • Acknowledgements
Back to Top