In the April edition of PME, Cheryl Harrison Doyle, Global Asset Strategy Director at Lucid Group discusses the need to take a more considered, outcomes-led approach when launching new medicines today.
With a rapidly changing clinical, economic and regulatory environment, the launch of new products has catapulted the pharmaceutical industry into greater complexity and pressure than ever before. Historically, new asset launches have been a tale of two halves: a hit or miss. Between 2009 and 2017, 40% of worldwide drug launches failed to meet their 2-year sales forecasts, according to McKinsey & Company1. Taking into consideration the evolving environment, there has never been a greater need for new models to navigate the path of an asset to market.
Over the past 15 years, our clients have regularly come to us to help them execute their launch plans. Often the ask is around launch readiness and activation, with a focus on tactical execution. In this article, we discuss the need to get ahead of tactical planning and demonstrate the role of ‘pre-launch asset preparedness’, to ensure we maximise the potential of specialised medicines in this highly complex environment.
You can read the full article online here or download it so you can read it later here.
If you’re planning a launch and looking for some advice, get in touch! We’re hosting free launch-strategy clinics throughout May and June.
Contact Cheryl Harrison Doyle or Clare Reynolds for more details.