Affiliate Communication Informs Pharmaceutical Brands’ Global Launch
A new study recommends that pharmaceutical brand teams incorporate local affiliates’ market forecasts when developing their global launch sequence .
Cutting Edge Information’s study, “Pharmaceutical Launch Sequencing: Mapping Commercialization Opportunities to Maximize Global Value and Expand Market Access,” found that affiliate teams are an incredibly valuable resource for brand-level decision makers. When predicting how launch timelines should unfold, affiliates have the most knowledge about their markets’ likely pricing and regulatory approval timelines . Local market access teams are also particularly apt to foresee unexpected challenges, such as price visibility.
However, full launch timing control should be left to the global team, the study recommends. “Local affiliates provide valuable perspective on the challenges associated with individual markets,” said Adam Bianchi, chief operation officer at Cutting Edge Information. “But they should not be in control of the launch timing and price floors in their respective markets.”
Control in the hands of affiliate teams could lead to decisions that do not align with the global strategy, which could jeopardize pricing in other markets. If, for example, a launch is delayed, affiliate teams are able to function much better under the global strategy if they are given a financial breakdown of their updated launch position, as well as the effects a delayed launch would have on other markets. Affiliate teams want new drugs in their market, but they do not want to endanger the product’s long-term profitability.
“Pharmaceutical Launch Sequencing: Mapping Commercialization Opportunities to Maximize Global Value and Expand Market Access” (www.cuttingedgeinfo.com/research/marketing/global-launch-sequencing/ ) examines the market potential of 14 individual countries. Research also benchmarks global launch sequence performance metrics. Use this report to:
• Leverage internal expertise to maximize product revenue through careful launch planning
• Understand and navigate AMNOG and other changes affecting product launches
• Prepare for future growth in key emerging markets
• Involve key stakeholder groups at the right time to ensure an optimal product launch sequence
• Optimize company revenue through strategic launch sequence planning that prioritizes high-value countries
For more information about global pharmaceutical launches  and market access strategy, contact Cassie Demeter at 919-403-6583.