Pharma New Product Planning Teams Inject Commercial Focus During Clinical Development

RESEARCH TRIANGLE PARK, N.C.--(BUSINESS WIRE)--Although teams may face resistance from R&D, implementing commercial factors into early clinical trials is critical to a product’s success. Laying the groundwork for the commercial future of compounds proves beneficial, especially as companies begin applying for reimbursement, according to a new study by Cutting Edge Information.

“Pharmaceutical New Product Planning: Building the Framework for Brand Commercialization”

“New product planning teams face roadblocks getting extra data collection into trials,” said David Richardson, Research Manager with Cutting Edge Information. “The largest roadblocks are R&D’s extremely tight timelines and their laser focus on more traditional regulatory-facing trial endpoints and data collection. Still, several new product planning groups do successfully collaborate with clinical development teams to shape trials to benefit developing brands commercially.”

The study, “Pharmaceutical New Product Planning: Building the Framework for Brand Commercialization,” revealed that new product planning teams generally have an official time period during which they hold responsibility for developing pharmaceutical brands’ commercialization. However, to ease hand-offs, most teams add in transitional periods both as they roll onto and off of brands. New product planning groups often spend time with R&D teams prior to officially beginning work with developing brands. Similarly, new product planning groups may serve as liaisons to in-line brand teams once it officially hands off responsibilities.

“Pharmaceutical New Product Planning: Building the Framework for Brand Commercialization,” (http://www.cuttingedgeinfo.com/research/portfolio-management/new-product-planning/) features detailed data on new product planning teams’ early commercialization efforts including team structure and reporting lines, budgets and 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 groups.

For more information about new product planning benchmarking, contact Cassie Demeter at 919-403-6583.