Addressing Common Bottlenecks in Marketing Applications

By Allison Steffen

The submission of a marketing application, whether a New Drug Application (NDA) or a Biologics License Application (BLA), is a complex and resource-intensive process. Regulatory operations teams must navigate a maze of interdependencies, tight deadlines, and technical requirements to ensure timely submission. However, despite careful planning, bottlenecks often emerge, slowing down progress and increasing the risk of missed deadlines.

By understanding the most common bottlenecks and implementing proactive strategies, regulatory teams can improve efficiency, reduce stress, and ensure a smoother path to submission.

Common Bottlenecks in Large Marketing Applications

1. Congestion of Work

One of the most significant challenges in large submissions is workload congestion. A small team managing a massive volume of documents can easily experience bottlenecks as tasks accumulate over time. These delays tend to compound, creating a snowball effect that becomes more difficult to resolve as the submission deadline approaches.

2. Access Issues

Early in the submission process, a small team working within a single repository may not encounter significant access problems. However, as the team expands and submission content increases, multiple repositories and restricted access points can hinder collaboration. Delays in retrieving or sharing documents can cause unnecessary slowdowns, impacting overall efficiency.

3. Delayed Content Delivery

Content delays can stem from multiple factors, including access restrictions, resource availability, or dependencies on other documents. Since marketing applications contain numerous interconnected components, a single delayed document can create a domino effect, disrupting submission timelines and adding to the team's workload.

4. Build-up of Issues

With a small team, it's easy to focus on resolving document-specific challenges rather than maintaining a broader perspective. However, ignoring the big picture can allow minor issues to accumulate, making them harder to address later in the process. Teams need to continuously monitor the overall submission health to prevent last-minute crises.

5. Extensive Upload and Transfer Times

Submission readiness involves multiple steps, submission builds, validation, uploads, and downloads, all of which take time. Underestimating the time required for these technical processes can disrupt scheduled reviews and decision-making discussions, further delaying progress. The time required for these steps may seem minor in isolation, but when multiplied across hundreds of documents, the impact is significant.

Preventing Bottlenecks Before They Begin

Prevention is always preferable to mitigation. By adopting a strategic approach from the outset, teams can minimize bottlenecks and keep the submission process running smoothly.

• Establish Access Early: Set up user permissions and repository access immediately after project kick-off to avoid last-minute barriers to document retrieval and collaboration.

• Deliver Documents in Manageable Batches: Avoid the temptation to wait until all documents are finalized before submission. Staggered delivery allows for incremental progress and prevents an overwhelming backlog.

• Plan Staggered Submission Reviews: Large applications contain thousands of pages. Conducting reviews in smaller waves ensures that issues are identified and resolved continuously rather than all at once.

• Set Deadlines for Issue Resolution: Proactively addressing roadblocks helps maintain momentum. Ensure that issue resolution is prioritized, and resources are allocated efficiently.

• Complete Test Builds, Validation, and Uploads Early: As submission size increases, the time required for these tasks expands. Running test builds early in the process can highlight potential issues before they become critical.

  
  

Mitigating Bottlenecks When They Occur

Even with strong preventative measures, bottlenecks may still arise. In such cases, effective mitigation strategies can keep the submission on track.

• Prioritize High-Risk Documents: Documents with extensive cross-referencing, such as clinical summaries and pivotal clinical study reports (CSRs), often generate the most questions and require additional triage time. Addressing these first prevents major delays.

• Leverage Automation: Many publishing and regulatory software solutions offer automation capabilities for tasks like batch linking, bookmark structuring, and bulk processing. Understanding the full potential of available tools can significantly reduce manual effort.

• Explore Alternative Transfer Methods: When extensive file transfers slow down progress, consider alternative solutions such as external drives or cloud-based collaboration platforms. These options can speed up access and reduce dependency on a single transfer method.

  
  

Conclusion

Marketing applications are inherently complex, but a well-structured regulatory operations approach can minimize common bottlenecks and keep submissions on schedule. By implementing proactive planning, leveraging technology, and maintaining a flexible problem-solving mindset, teams can navigate submission challenges with greater confidence and efficiency.

Ultimately, success in regulatory operations is more than just compliance. It requires precision, strategy, and adaptability. With the right approach, organizations can transform submission bottlenecks from barriers into manageable milestones.