200120172020

Maximizing the commercial potential of the pharmaceutical pipeline

Blue Latitude Health, a part of Fishawack Health | 04 December 2020

Decisions made early in the drug development process can define the limits of what’s possible for products and portfolios. So, why aren’t commercial teams always involved in these early conversations? In this Q&A we deep dive into early stage strategy, including how to break down these siloes and rethink drug development and clinical trial design.

The choices made by the research and development team are central to the commercialization of every pharma product, for example, about evidence generation during clinical trials.

Despite this, the commercial team’s involvement in pharmaceutical launches traditionally only begins in earnest during late Phase II or Phase III, after the release of the evidence and much of the value of the drug has been fixed.

Only then does the team seek to capitalize on the already defined profile of a product. However, to successfully launch a drug in the complex and hypercompetitive environment of today, pharma needs to think differently.

Success is dependent on considering where the product fits into the market today and tomorrow. This means pre-empting the competition, carving out a differentiated story and building the capability to deliver it. For the best results, start that process in the early stages of product development, while the evidence generation strategy is underway.

Blue Latitude Health , a member of Fishawack Health speaks to Mark Assenti, Managing Consultant and the Head of our Early Stage Strategy service, about how this new way of thinking breeds successful product launches.

What is Early stage strategy?

MA: The pharma market is more competitive than ever before, and the way we interact with customers – including the patient – is changing. On top of this, there are new practices in the way healthcare is organized. The market is evolving, so it’s now more important than ever to assess the portfolio early on to optimize value.

To read the full article, fill out the form below to receive the PDF.

Please enter your details so we can email you the content

How we use cookies

Cookies are files saved on your phone, tablet or computer when you visit a website.

We use cookies to store information about how you use the Fishawack Health website, such as the pages you visit.

For more information, check the cookie statement

Cookie settings

We use 4 types of cookies. You can choose which cookies you're happy for us to use.

Cookies that measure website use

We use Google Analytics to measure how you use the website so we can improve it based on user needs. We do not allow Google to use or share the data about how you use this site.

  • how you got to the site
  • the pages you visit on fishawack.com, and how long you spend on each page
  • what you click on while you're visiting the site

Cookies that help with our communications and marketing

These cookies may be set by third party websites and do things like measure how you view Vimeo videos that are on Fishawack.com.

Cookies that remember your settings

These cookies do things like remember your preferences and the choices you make, to personalize your experience of using the site.

Strictly necessary cookies

These essential cookies do things like remember your progress through a form (eg. Registering for new content alerts).

These cookies always need to be on.