Commercial
Commercialization is the process of bringing new products or services to market. The broader act of commercialization entails production, distribution, marketing, sales, customer support, and other key functions critical to achieving the commercial success of the new product or service.
Commercialization requires a carefully-developed three-tiered product roll-out and marketing strategy, that encompasses the following major components:
- The ideation phase
- The business process stage
- The stakeholder stage
Market Research
Primary and secondary market research development, assemblage of representative cross section of targeted physician, patient and caregiver community, collapse and communication of key findings to inform brand messaging
Sales
Determine optimal sales force size and structure. Develop sales measurement tools, develop managed care organization, messaging and alignment. Create incentive structure and design, sales operations infrastructure, communications platforms, key sales force related resourcing (car, gas, educational funding, training, and compliance attestations).
Marketing
Outline key go to markets strategies and requirements, pricing and reimbursement, business channel requirements, organize and share market research, develop key messaging, develop KOL and key center networks, message into channels