Open Conversations: Pathway to Launch Excellence
It is widely acknowledged that yesterday’s playbook no longer provides the best blueprint for launching tomorrow’s medicines. With a high percentage of new drugs falling short of revenue targets established at launch – and more than three quarters never improving on the trajectory established in their first six months – companies know they must rethink their approach if the value of innovation is to be reflected in optimal returns and effective patient outcomes. It’s no surprise that ‘Launch Excellence’ has become an industry-wide pursuit. The question is: how can companies achieve it? Moreover, with Citeline analysts predicting 138 new drugs will be launched in 2019 alone, how can they achieve it quickly? It’s time to consider a new pathway to launch excellence.
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