The industry has witnessed the proliferation of drug discovery focused biotechnology and biopharma companies throughout the 1990s. A large amount of capital has been invested into emerging players that have since contributed significantly to the growth through their partners or by building their own commercialization capabilities. Not to mention that today, biotech companies that are eager to survive are competing in an investment-constrained environment. As a result, the biggest challenge a biotech faces today is to achieve scale without losing the benefits of being a small organization.

Emerging and fast growing companies today have a variety of options including licensing, co-promotion and even commercializing products themselves. Whether evaluating partners and licensing or considering building their own franchise; biotechs and specialty pharma companies can now grow and maintain value by utilizing the commercialization outsourcing services from marketRx, the global leader in providing actionable sales and marketing effectiveness solutions.

Challenges
On their way to commercialization, biotech companies typically face the following challenges:

• Dealing with multiple customer groups including Key Opinion Leaders (KOLs), prescribers, treatment influencers, support staff etc.
• Dealing with disease state and treatment pathway complexity
• Dealing with internal and secondary data, which is generally less robust than that of typical Rx products
• Not being able to systematically capture the significant knowledge within the representatives’ heads
• Identifying the right choice of financial modeling approach for sale force sizing

For building own franchise, you can make use of marketRx capabilities by fully outsourcing all aspects of promotion planning, sales operations, brand management, incentive compensation, customer data management and working with MCOs. We can help you build internal capabilities and provide tools if you choose to bring commercial operations in-house at a later date.

For licensing or co-promotion, marketRx can help you find the best partner based on sales force fit, brand overlap etc; evaluate financial aspects of the deal, baselines and suggest on improving the above baseline through better promotion optimization.

marketRx can be partner of choice in your path to commercialization right from the beginning and take your product to the market in an effective, cost efficient manner. We provide complete suite of integrated commercialization services that seamlessly drives implementation, resulting in surpassed customer benefits.

Benefits

• Strong experience with some high-profile launches in oncology, ARVs, Immunology by small pharma and biotechs where marketRx provided a broad array of services to commercialize these brands
• Flexible methodology that allows clients to participate as much or as little as they desire over the commercialization process
• Strong experience in both sales operations and brand management helps us adopt a integrated approach to ensure better resource utilization

Case Study Example:

Objectives For a major launch by a small biotech company specializing in Oncology, marketRx provided a range of commercialization services in developing sales/marketing strategies and philosophies. Key Points marketRx performed  All aspects of sales planning: size, structure, deployment, incentive comp design/management  Customer data management, segmentation launch planning, identifying KOLs and key accounts  Account profiling and promotion planning Key Outcomes marketRx has now a strong partnership with the customer, who is being greatly benefited by our intelligent solutions while letting it focus on innovation, its core competency.