A highly competitive, ever-changing market requires the right tools and the best resources available to make a good strategy into a brilliant launch. Discover the key elements to maximizing a modern drug launch.
The changing health care landscape requires innovative, data-driven approaches to drug launches. The one-size-fits all approach to launching a blockbuster drug every other year is now giving way to smaller, more frequent tailored launches of pipeline drugs.
Small shifts in categorization methods and marketing perceptions can very well make the difference between a successful drug launch and a failing one. It is without a doubt a time of patient-centric approaches to marketing and data analysis in the pharmaceutical industry, and this applies to the way we organize and categorize our data sets as well.
Two-thirds of all launches fall short of expectations, according to McKinsey.
It is a fast-changing, dangerous market out there, and as companies can no longer rest under past blockbusters, everybody needs to learn how to adjust to today’s high intensity launch environment.
When launches become increasingly numerous, smaller and more competitive, pressure will only continue to rise as launches in the coming years are expected to increase in more than 100% from 2005.
With the patent cliff and small molecule genericisation pushing towards more specialist and biologic products, global value growth for protected products has moved decisively towards specialist products.
The past decade has seen more changes in the pharma market than ever before, and its metamorphosis is increasing with each passing year.
Originating both in universal and industry-specific dynamics, massive changes continue to evolve in government restrictions, global politics, technology developments, identity of stakeholders and more.