Key Considerations for Successful Biotechnological and Pharmaceutical Product Launches

From a corporate perspective, the launch of a product, defined as its first introduction into the marketplace, determines its overall success in the market. It is the most crucial part of the product¿s life cycle that decides the product¿s trajectory and future path. International pharmaceutical studies show that the first 6 months post-launch determine the life cycle potential of the product. In preparation for this launch phase and during this phase, the decision makers face many unknowns. This work starts where general books on innovation and marketing leave off, focusing on the specific requirements and peculiarities of bio/pharmaceutical product launches. Due to the long-term clinical study and planning needs, launch relevant decisions are made as early as the research phase. After defining the current bio/pharmaceutical market place and its product introductions, the critical importance of a product launch is discussed. The main considerations and decisions on the market level, the product level, and the organizational level are reviewed in detail and with focus on practical application, such as particular regulatory and managerial aspects. This book is meant for persons in all areas of pharmaceutical and biotechnological management, as well as relating fields, who are looking for insights and guidance in their everyday practice.