What is New Product Planning?
New Product Planning in pharma refers to activities associated with preparing to bring a new development product to market. People working in the new product planning space are often responsible for several compounds at once and are typically commercial personnel responsible for the gamut of activities needed to understand the market, to develop initial forecasts, to understand and communicate key opportunities and challenges internally, to think about product positioning, etc. They usually own these commercial activities until a later stage when dedicated brand teams are built out for the given product and takeover the responsibilities, usually around the pivotal trial phase. In doing so, they are often an important bridge from the development side to commercialization.