Managed Markets Market Research: Effective Structures & Activities for Gaining Maximum Payer Access & Insight

Study Overview

Commercial success of pharmaceutical products today depends increasingly upon understanding the needs of the commercial and government payers in the highly-influential Managed Markets sector. In response, savvy bio-pharmaceutical companies are seeking to improve their access to payers to develop the best possible Managed Markets insights before product launch.

This benchmark research study examines the corporate structures and activities for Managed Markets market research (MMMR) that are most effective for gaining payer insights and identifies best practices from Managed Markets market research executives at 11 leading pharmaceutical and biotechnology companies. Directors, managers and executives who oversee market research serving the Managed Markets function will be able to use the benchmark metrics and executive insights in this report to gain maximum payer access and insights.

Key Topics

• Structure and organizational fit of function
• Major pre-launch objectives for MMMR
• Most effective activities for accessing hard-to-reach channel partners
• Primary drivers of MMMR activities
• Most critical pre-launch study types
• Trends in staffing and focus
• Advantages of dedicating resources for the function
• Use of performance warranties
• Job level of function's leadership
• Key roles and responsibilities
• Timing of key activities
• Best practices
• Pitfalls and Lessons Learned

Key Metrics

• Functional home of MMMR
• Organization to which MMMR reports
• Job level of MMMR leader
• Organizational structure
• Effectiveness of current organizational structure
• Principal drivers of activities
• Percentage of qualitative vs. quantitative research
• Top pre-launch objectives for MMMR
• Global activities with greatest impact on strategic choices
• Most effective activities for gaining insights on the overall MM sector
• Most effective activities for gaining insights on hard-to-reach MM channel partners
• Most effective activities for gaining access to hard-to-reach MM channel partners
• Performance of activities by product development phase
• Changes in research focus over the past 18 months
• Top 3 most important types of pre-launch studies
• Changes in staffing/ resource levels for MMMR in past 18 months

Methodology

The research involved participants from 11 leading pharmaceutical and biotechnology companies. Managed Markets executives at 10 companies contributed data and insights in an online survey. Best Practices, LLC analysts also conducted in-depth interviews with six of the research participants to develop executive insights and success factors.