RESEARCH TRIANGLE PARK, NC--(Marketwired - August 24, 2016) - Although pharmaceutical brand teams do not have the final say on their products' launch sequences, they play an active role in ad hoc committees that determine the process. An industry benchmarking study found that 92% of drug companies relied on market access teams and 83% of firms looked to marketing and regulatory affairs groups for launch sequencing decision support. But all surveyed pharmaceutical companies reported that their brand teams remained active in ad hoc planning committees.

According to the study, Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, marketing and regulatory groups are launch sequencing committee members at 75% of top 10 and top 50 surveyed companies. Half of the pharma companies look to other functions to support launch sequencing committees, including manufacturing, sales and analytics groups. Smaller companies surveyed also look to market access, marketing and regulatory affairs groups -- all at 88% -- to support launch sequencing committees, in addition to brand teams. Surprisingly, even though C-suite executives often have ultimate responsibility for launch sequencing, these high level executives are involved in committees at only 42% of surveyed companies.

"Planning for a successful global pharmaceutical launch is an extensive and complicated process," said Adam Bianchi, Senior Director of Research at Cutting Edge Information. "Companies need to be well-informed about market-specific obstacles, including regulatory requirements and price referencing schemas, to form the best launch sequences."

Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, available at, guides drug companies on how to maximize their margins when launching new pharmaceutical products around the world. The study identifies key trends in how companies approach launch sequences and what drives decision making among internal and external stakeholders. Some of the best practices and key initiatives covered in the report include:

  • Cross-functional coordination to support successful launch sequencing within the organization
  • Providing important regulatory and market guidance to shape the product launch.
  • Developing launch sequences and using tools -- such as computerized optimizers and payer research -- to make informed launch decisions.
  • Determining a product's launch cascade, outlining the various stages at which the company will bring the product to new countries/markets.
  • Identifying the factors that influence each particular market, as well as year-over-year trends in key markets.

To find out more about launch sequencing and other pharmaceutical benchmarking research, please visit

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Contact Information:

Elio Evangelista
Senior Director of Commercialization
Cutting Edge Information