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Market Research Report - 250703

Pharmaceutical Launch Sequencing: Mapping Commercialization Opportunities to Maximize Global Value and Expand Market Access

Published by Cutting Edge Information
Published Content info 315 Pages
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Pharmaceutical Launch Sequencing: Mapping Commercialization Opportunities to Maximize Global Value and Expand Market Access
Published: September 18, 2012 Content info: 315 Pages

Maximize Revenue with Strong Global Launch Sequencing

Reference pricing significantly impacts today's biopharmaceutical launch strategies. Because countries increasingly reference other nations to set their own prices, an early launch in a low-price market results in lower revenue potential worldwide. To maximize product revenue, especially for innovative drugs, companies must carefully prioritize the order in which different markets receive their products.

Global launch sequencing is a complex task requiring input from stakeholders companywide, from the C-level suite to affiliate offices. Successful teams develop launch calendars to leverage internal expertise, and they strategically address country-level challenges in each launch market - preventing costly delays.

Use this report to determine the optimal product launch schedule. Data benchmarks and tables for 14 specific markets detail how top-performing companies prioritize lucrative markets while overcoming hurdles in regulatory and reimbursement processes.

Manage the Risks and Impact of Reference Pricing

Understanding reference pricing is essential in building effective global launch calendars. Learn how companies weigh this factor and nine others when setting a launch course, and benchmark individual countries' global launch positions from first-wave to fourth-wave launches.

Marshal Launch Planning Resources Effectively

Work with C-level executives, market access teams and other internal stakeholders to eliminate duplicated efforts and account for country-level requirements. Benchmark time spent on sequence planning and gauge companies' satisfaction with these timelines.

Prepare For Future Growth in Key Emerging Markets

The emerging markets are a growth engine for pharma. Weigh potential revenue opportunities against regulatory and pricing challenges to prioritize launches in the BRIC countries, and navigate changing regulatory processes and agencies, as well as value-based pricing challenges, in key launch markets.

Table of Contents

Table of Contents

Chapter 1: Determining a Global Launch Sequence

Chapter Benefits

  • Involve key stakeholders at the right time during launch sequence planning to guarantee an optimal product launch.
  • Involve commercially oriented teams early to avoid surprises that could cause delays.
  • Gain high-level input before the launch sequence evaluation begins.
  • Keep local teams informed and value their input - but do not let them lead the process.
  • Dedicate ample time to developing your global launch strategy.
  • Avoid the most common pitfalls in planning a global product launch.
  • Examine key factors influencing a global launch sequence:
  • Reference pricing
  • Clarity of payer demands and payer accessibility
  • Ease of regulatory approval
  • Intellectual property concerns
  • Availability of vendors and market access information
  • When facing challenging markets, ensure that affiliate teams provide the resources necessary

Chapter Data

24 charts focused on global launch sequence planning:

  • Group responsible for leading global launch sequencing efforts
  • Hours spent on global launch sequence planning annually (per product, per therapeutic area and per product portfolio)
  • Percentage of companies satisfied with time dedicated to global launch sequencing
  • Importance of factors influencing global launch sequencing decisions, including:
  • A country's prices' likelihood of being referenced by other countries
  • Clarity of payer requirements in country
  • A country's payer reimbursement rates
  • Difficulty in gaining regulatory approval in country
  • Intellectual property concerns in country
  • Company's presence in country
  • Previous experience in country
  • Desire to expand presence in country
  • Availability of market information for country
  • Availability of outsourced sales forces and MSLs in country
  • Percentage of companies using market research to determine global launch sequence
  • Percentage of compounds that are first-in-class, by company
  • Average number of countries in each launch wave
  • Percentage of companies launching in a specific country during the first wave, (second wave, third wave and fourth wave)
  • Percentage of companies preferring not to launch in a specific country

Chapters 2 - 15: Country Profiles

Chapter Benefits

  • Prioritize the most lucrative markets - and avoid those with unreasonable risks.
  • Discover which markets present the most challenges when planning the launch sequence.
  • Implement real-world solutions provided by key players active in these markets to avoid or mitigate country-level challenges.
  • Measure the value of individual markets using up-to-date metrics.

Chapter Data

Chapters 2 through 15 profile the following countries:

  • US
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Japan
  • Australia
  • Canada
  • Mexico
  • Brazil
  • Russia
  • India
  • China

Each country profile contains the same elements. Tables illustrate the country's economic, demographic, and healthcare information. Charts explore different factors influencing a country's global launch sequencing position.

7 tables and 8 charts per profile focus on various aspects influencing a company's global launch sequence:


  • Economic information (GDP, GDP per capita, distribution of family income)
  • Population breakdowns
  • Corruption perceptions index
  • Healthcare information (breakdown of healthcare costs, life expectancy)
  • Top ten causes of death
  • Regulatory approval bodies
  • Healthcare payers


  • Country's global launch sequence position (first wave, second wave, third wave, fourth wave)
  • Pharmaceutical companies' overall experience in the country
  • Surveyed companies' opinions on the country's:
  • Clarity of regulatory approval process
  • Cost of regulatory approval process
  • Clarity of payer demands and payer accessibility
  • State of reimbursement rates
  • Intellectual property concerns
  • Availability of outsourced services
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