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Finding the Perfect Pace for Product Launches
內容大綱
What's the optimal number of new products to launch in a given time frame? Does it matter whether the launches are spread out or bunched together, and whether a new product is similar to the rest of a company's portfolio? To answer those questions, researchers studied 1,904 new drugs launched by U.S. pharmaceutical firms from 1991 to 2015. This article describes their findings, including the calculation that the average firm in the study could increase its market value by more than $700 million if it reduced the irregularity of its launches by 10%. Also included is a Q&A with Ellen Donahue-Dalton, executive vice president and chief marketing and customer experience officer at Medecision, about how that company has put the research findings into practice.