Launch excellence for pharmaceuticals depends on a multitude of factors, from pricing, reimbursement and health technology assessment (HTA) to positioning, sequencing, sales, marketing, media coverage and the competitive landscape. None of these can get off the ground, though, without regulatory approvals in key markets. Here, we tally up 2019 new drug approvals to date in the US and the European Union.

Digital technology and media have disrupted and revolutionised pharmaceuticals from research to market entry and beyond. That presents some challenges to product launches but also opportunities to maximise launch efficiency. In an ever more global, complex and volatile market environment, digital transformation of a traditionally conservative industry creates fresh possibilities to bring both launch strategy and execution into alignment.  

When a new drug comes to market, chances are it will launch globally, or at least across multiple territories. It’s a global marketplace, and with all the restraints on pharmaceutical growth these days, you’ll want to spread your bets. Your launch team needs to be organised globally too.

A pharmaceutical new product launch demands a high level of collaboration by a cross-functional team in what is often a siloed and geographically dispersed business.

Pharmaceutical companies have more reasons than ever to hone their launch readiness skills. The question is whether they possess the new product launch strategies and tools to successfully commercialise their new medicines in an often volatile and always competitive global marketplace.