The State of Product Launch During and Post-Covid-19
Eduardo Schur, Partner and Global Leader, Life Sciences, Guidehouse
Maya Desai, Associate Director, Life Sciences, Guidehouse
Justin Zamirowski, Chief Commercial Officer, Better Therapeutics
The performance of first-to-launch pharma and biotech companies in the U.S. from 2016-2018 challenges long-held beliefs in the industry and illustrates new standards and best practices for product launches. Just over 50% of the analyzed products met or exceeded forecasted expectations in contrast to 40% of all drugs launched from 2011-2015.
These overperformers pave the way to a new understanding of launch approaches. From an investment perspective, the data demonstrates that investing earlier positions companies for success, allowing them to reduce investment on the backend and drive profitability. From a launch timing perspective, being ready to launch is more critical than launching early, as this allows companies to ensure the market is properly prepared for the launch, the product is available across relevant channels, field teams are properly trained and deployed, and marketing efforts are well underway.
The analysis illustrates that launching requires a longer-term strategy and precise planning to time market entry when the conditions are right and the organization is ready for the product to succeed.
- Overperforming & Underperforming Segments
- Overperformers – CNS, Genetic Disorders, Metabolic Disorders, Immunology & Dermatology, Gastrointestinal
- Underperformers – Oncology (major shift from previous analysis), Cardiovascular, Infectious Diseases, Hematological Disorders, Ophthalmology
- Investing more, earlier leads to reduced investments on the backend and drives launch readiness, successful performance, and profitability
- Organizational and market readiness for launch is more critical than launching early
About the Sponsors
Developing a new product or service requires meticulous research, planning, strategy and management. Guidehouse Life Science product development teams work across the product life cycle from portfolio planning, strategic market assessment, and early clinical development, through launch and life cycle management. We routinely supplement our industry experience with the broad provider, payer, and regulatory expertise, in collaboration with Guidehouse’s Healthcare practice. We access the perspectives of a wide variety of stakeholders to help our clients understand the marketplace.For more information please visit .