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Building More Effective Medical Affairs Product Launch Teams

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ID: POP-342

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14 Info Graphics

31 Data Graphics

650+ Metrics

Pages: 57

Published: 2021

Delivery Format: Shipped

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STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

Savvy Medical Affairs groups are increasingly taking center stage in launch preparations for new products. This seismic shift in the healthcare industry has seen organizations implementing medical support and engagement strategies earlier in the product lifecycle across a growing range of high-impact programs in concert with a burgeoning number of internal and external stakeholders.

Best Practices, LLC conducted this benchmarking research to explore Medical Affairs’ growing role in product launch. The report probes evolving roles and responsibilities, cross-functional alignment, performance metrics, resourcing, activities effectiveness, launch timeline, and digital launch tools deployment. In addition, this report examines the most critical success factors and challenges to Medical Affairs’ success in achieving best-in-class launch preparedness.

Industries Profiled:
Pharmaceutical; Biopharmaceutical; Medical Device; Biotech; Diagnostic; Health Care; Chemical; Consulting; Communications; Consumer Products; Clinical Research; Laboratories; Science

Companies Profiled:
Adamas Pharmaceuticals; Albireo; Alcon; Apellis Pharmaceuticals; ASC Therapeutics; AstraZeneca; Baxter Healthcare; BELLUS Health; BIAL; bioMerieux; Boehringer Ingelheim; Cardinal Health; Cipla; Eisai; EMD Serono; Eurofarma; Fidia Pharma USA Inc.; Gedeon Richter ; Genentech; GlaxoSmithKline ; GW Pharmaceuticals; Helsinn; Ipsen; Karyopharm Therapeutics; Kyowa Kirin; Labaid Group; Lundbeck; Matinas BioPharma; MEDiSTRAVA; Melinta Therapeutics; Inc; Merck KGaA; NexGen Healthcare Communications; Novartis; Pfizer; Pixacore; Sanofi; Sandoz; Santen; Sunovion; Takeda Pharmaceuticals; Terumo BCT: Terumo Blood and Cell Technologies; Thermo Fisher Scientific; Vertex Pharmaceuticals

Study Snapshot

Best Practices, LLC engaged 60 executives from 43 leading life sciences companies in this research through a benchmark protocol. The study insights are drawn primarily from directors and upper management executives, representing nearly 80% of the participants.

Key topics covered in this report include:

Medical Leadership Roles and Activity Effectiveness
Ensuring Cross-functional Alignment and Collaboration
Medical Launch Evolution
Launch Activities Timeline, Performance Tracking and Resourcing
Critical Success Factors and Major Pitfalls for Medical Affairs During Launch
Digital Launch Implementation and Impact

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

Launch Tool Deployment: Benchmark participants typically kick off digital activities one phase later than when they should ideally start, according to their own standards. The widest gap occurs in actual HEOR engagement time vs. ideal.

Digital Implementation: Digital implementation is accelerating with the use of social platform tools, education programs and virtual advisory boards. These tools are predominantly deployed at launch or 12 months prior.

Table of Contents

Sr. No.	Topic	Slide No.
I.	Executive Summary	Pg. 4
II.	Section I: Launch Excellence and Medical’s Role & Activity Effectiveness	Pg. 6-12
III.	Section II: Ensuring Cross-functional Alignment and Collaboration	Pg. 13-15
IV.	Section III: Adopting to Ongoing Changes in Medical Landscape	Pg. 16-20
V.	Section IV: Launch Timeline, Preparedness Metrics and Resourcing	Pg. 21-26
VI.	Section V: Critical Success Factors and Major Pitfalls	Pg. 27-32
VII.	Section VI: Digital Influence on Launch Processes and Launch Tool Deployment	Pg. 33-41
VIII.	Section VII: Participant Demographics	Pg. 42-44
IX.	Section VIII: Detailed Benchmark Study Data	Pg. 45-56
X.	Section IX: About Best Practices, LLC	Pg. 57

List of Charts & Exhibits

I: Launch Excellence and Medical’s Role & Activity Effectiveness

Medical launch excellence framework
Medical Affairs’ role at launch
Medical leadership roles at launch
Effectiveness of Medical Affairs organization in regard to different activities for a successful launch
Most effective launch activities for Medical Affairs
Improvement opportunities for Medical Affairs around launch activities

II: Ensuring Cross-functional Alignment and Collaboration

Medical Affairs’ work with internal colleagues to ensure successful launch
Role of Medical Affairs group in cross-functional launch teams

III: Adopting to Ongoing Changes in Medical Landscape

Change fronts for medical launch evolution
Change in Medical Affairs’ launch role within the last 3 years around data dissemination and communication
Change in Medical Affairs’ launch role within the last 3 years around medical education
Change in Medical Affairs’ launch role within the last 3 years around organizational support

IV: Launch Timeline, Preparedness Metrics and Resourcing

Medical Affairs’ launch activities timeline
Total annual Medical Affairs launch investment in U.S. dollars and number of FTEs for a product during each of the years in launch phase
Presence of a launch dashboard and information used with the dashboard
Percentage of total Medical Affairs launch investment allocated to each of the listed Medical Affairs activities during each time period
Percentage of total Medical Affairs launch FTEs allocated to each of the listed Medical Affairs activities

V: Critical Success Factors and Major Pitfalls

Critical success factors for Medical Affairs launch
Areas where advanced team planning is key
Six critical areas for successful Medical Affairs launch readiness
Major pitfalls for Medical Affairs during launch
Six major challenge areas for Medical Affairs during launch

VI: Digital Influence on Launch Processes and Launch Tool Deployment

Change in digital technology utilization among Medical Affairs groups during product launches post the pandemic
Level of influence on current and future launch processes with the use of digital technology
Digital tools deployed by Medical Affairs during the product launch cycle
Impact of top three digital activities that Medical leads
Impact of digital activities and programs used to support a successful pharma product launch
Top three digital tools that can bring success to Medical Affairs and product launch activities
Fast-growing digital tools that are impacting Medicals’ launch strategy
Example of a valuable digital tool that supports launch activities

VII: Participant Demographics

Geographic responsibility of benchmark participants
Therapeutic areas that participating Medical Affairs organizations are responsible for

VIII: Detailed Benchmark Study Data

Role served by Medical Affairs in product launch
Medical Affairs launch role effectiveness
Role served by Medical Affairs in planning, research, and education activities
Role served by Medical Affairs in data dissemination and organizational support activities
Role served by Medical Affairs in research activities
Role served by Medical Affairs in education and data dissemination support activities
Role served by Medical Affairs in organizational support activities
Medical Affairs launch activity involvement timeline - Evidence generation and field-based medical activities
Medical Affairs launch activity involvement timeline - Medical information and regulatory activities
Medical Affairs launch activity involvement timeline - HEOR activities and communications
Medical Affairs launch activity involvement timeline - Independent medical education and external engagement activities