RESEARCH TRIANGLE PARK, NC--(Marketwired - July 13, 2016) - Within pharmaceutical organizations, the ultimate responsibility for approving launch sequences among 62% of companies lies with C-level executives or the company's executive board, according to a new study published by Cutting Edge Information.

Global launch sequencing is a complex task which has a profound impact on pharmaceutical launch excellence and brands' lifetime revenue. To adequately prepare for a global launch, pharmaceutical companies must call on a number of internal stakeholders and experts to prepare for throughout development. High-level executives, or in some publicly traded companies a chairman and executive board, are best positioned to review and approve plans.

The study, Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, found that for many pharmaceutical firms, ultimate responsibility for launch sequencing often falls to high-ranking executives. Typically, C-level executives are the business unit with ultimate responsibility for approving launch sequence and called on to finalizing product launch plans. Aside from the 62% of companies that go to C-level executives or boards for approval, much smaller percentages of companies look to other groups, such as marketing teams, dedicated market access departments or brand managers.

"Having C-suite executives involved early in the planning process is helpful to the overall process," said Adam Bianchi, senior director of research at Cutting Edge Information. "As long as they use the right criteria, they know exactly what to do and what to avoid."

Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, available at, guides drug companies on how to maximize their margins when launching products around the world. Key trends are identified in how companies approach launch sequences and what drives decision making among internal and external stakeholders. The report covers the following topics:

  • Outlines how companies should work across functions to coordinate launch sequencing within the organization and provide important regulatory and market guidance to shape the product launch.
  • Identifies trends in how companies develop launch sequences and the tools -- such as computerized optimizers and payer research -- they use to make an informed decision.
  • Details the countries that companies bring the product to market at various stages of the launch sequence and the factors that influence each particular market, as well as year-over-year trends in key markets.

For more information about Cutting Edge Information's market access products and services, visit

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Contact Information:

Elio Evangelista
Senior Director of Commercialization
Cutting Edge Information