What happens at each stage of clinical development of a product, and which market research needs are present in each of them?
SKIM’s Eelke Roos and Su Sandhu, director of SkyBlue Healthcare Associates were invited by the British Healthcare Business Intelligence Association (BHBIA) to present at their webinar on May 20 about business intelligence through the product lifecycle (only available to BHBIA members).
Business Intelligence through the Product Lifecycle
In this webinar, Eelke and Su explained what happens at each stage of clinical development of a product, from Phase I (and before) through to commercial availability, including the post launch phase. At each stage they considered which market research needs are present and why, what types of studies answer these needs and which stakeholders you need to work with.
The presentation incorporated real-life examples from working with various pharmaceutical companies and with various functions within these companies (e.g. medical, clinical, market access). Eelke and Su also outlined different roles played by global, regional and local market research teams in each stage of the product lifecycle.