Pharmaceutical Product Commercialization: Enabling Teams to Excel

Saturday, November 10, 2007 General News J E 4
CHAPEL HILL, N.C., Nov. 9 Pharmaceutical product teamshave the power to make or break the launch of a new product. The problem islaunch teams often lack the right structure, tools and processes to runeffectively and therefore only produce a sub-optimal launch.

In fact, pharmaceutical marketing and HR executives agree thatcollaborative behavior and cross-functional team work are key ingredientsduring product commercialization. According to a study by pharmaceuticalbenchmarking firm Best Practices, LLC, many organizations still use fullyoperational cross-functional teams too infrequently.

Cross-function collaboration is greatly improved through many methods --structuring jobs with overlapping responsibilities, basing rewards on groupperformance, designing procedures so that employees with different jobs arebetter able to collaborate, and laying out work areas so that people can seeone another's work and share lessons learned.

"Managing Cross-Functional Teams for Pharmaceutical ProductCommercialization Excellence," available with a complimentary study summaryonline at, provides extensive insightinto how pharmaceutical, biotech and medical device companies are buildingteam communication and leadership structures that prepare employees to excelin a competitive marketplace.

Valuable best practices and operating tactics were gathered from leadingpharmaceutical companies, including Amgen, Abbott, AstraZeneca, Bayer,Boehringer Ingelheim, Bristol-Myers Squibb, Eli Lilly, Genentech,GlaxoSmithKline, Johnson & Johnson, Merck, Novartis, Pfizer, Procter & Gamble,Roche, Sanofi-Aventis and Wyeth. They will help executives build and managestrong teams that can excel across functions, units and regions.

For additional sample practices and metrics, download the free studysummary at

This benchmarking report highlights the following areas of cross-functionalteam management:

Download the complimentary excerpt at or contact our Solution Specialists at(919) 403-0251 or for more information.


Best Practices, LLC, conducts work based on the simple yet profoundprinciple that organizations can chart a course to superior economicperformance by studying the best business practices, operating tactics andwinning strategies of world-class companies. Best Practices, LLC has been aleader in pharmaceutical research and consulting for nearly 15 years; ourclients include 43 out of the top 50 pharmaceutical companies.-- One benchmark partner aligned clinical and commercial's compensation, bonuses and evaluation and saw a more unified approach to development from the clinical and commercial sides. The alignment emphasizes the goal of market success over any one functional activity. -- The change came after the company found that its incentive programs were major obstacles to the commercialization of the development process. Scientists were rewarded for the number of INDs and NDAs they submitted and cycle time for submission and approval. Marketing team members were measured by market share and total sales. -- While these two outlooks quite often conflict, eliminating sources of friction in the incentives program has helped both groups work more effectively to produce one of the company's recent successes.

SOURCE Best Practices, LLC


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