Maximize New Product Potential Through Early Commercial Planning
This article was published in the Pharmaceutical Executive which can be accessed via https://www.pharmexec.com/view/maximize-new-product-potential-through-early-commercial-planning
Overview
New products undergoing clinical development in biopharma today face significant uncertainties around post-approval success. Rapid advances in science and technology are fundamentally altering the competitive landscape and biopharma companies risk falling behind. For example, novel gene therapies that offer curative potential could leapfrog competitors who are still developing disease-modifying or combination treatments, or encounter reimbursement delays in the absence of compelling outcomes data. Many of these products in clinical development could become obsolete even before they get approved.
Changes in healthcare policy, and systemwide cost pressures exacerbated by heightened political and social pressures will make future market access even more uncertain. Key stakeholders (patients, providers, payers, and policymakers) who are feeling these pressures, are unable to address the quality care vs. cost of care conundrum because of the fragmented nature of the healthcare marketplace in which stakeholder incentives are misaligned. Radical changes to the system, driven by innovation and competition, are warranted to make healthcare markets efficient and effective.
Authors: Subbarao Jayanthi, Nick DeSanctis, James Hoyes
About RXC International
RxC International is a premier biopharma strategy consulting firm helping clients with growth strategies. The firm has deep expertise in new product planning and commercialization strategy. Our clients include leading pharmaceutical and biotechnology companies around the world. The firm has offices in New Jersey, Massachusetts, and California. Additional information about RxC International is available at www.RxCInternational.com.
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Featured in the Pharmaceutical Executive in Nov 2019