What does this tell us about launch prospects and pharma trends for 2020? For one thing, we should not assume the innovation well is drying up. Rather, the 2019 approvals illustrate the continuing richness of pharmaceutical industry R&D pipelines, their capacity to deliver groundbreaking scientific advances such as gene therapies, and the strong emphasis on specialty, orphan and targeted medicines that continues to unlock unmet needs in key areas such as oncology.
Moreover, the launch management environment has changed irrevocably, with a shift from broad-spectrum, high volume blockbusters to products that start small, then keep building momentum through successive new, precisely segmented indications. This iterative process is what the IQVIA Institute for Data Science, in its Launch Excellence VI white paper, calls “the long launch”.
The transition from volume to value in drug development, and the opportunities opened up by digital transformation, evidence a healthcare environment under constant pressure. Value-based care is now the rallying cry for cost-efficiency, sustainability and better patient outcomes. With many new product launches premium-priced for narrow patient populations, value is also the framework for thorny debates around pharma market access and affordability.
In our Ultimate Guide to Launch Readiness in 2020, we take a detailed look at what this environment means for smart launch strategists and market access in pharma. We consider the resources companies need to optimise in-market potential, and how cutting-edge launch software can help them track and manage global launch challenges in real time, across national and functional boundaries.
Read our updated guide to understand what is happening on the ever more slippery path to a pharmaceutical launch. Then learn how our launch tools can help you not just stay upright but hit the market running.
TRiBECA® Knowledge is a market leader in smart business tools that help pharmaceutical, biotech and medical device companies successfully launch and commercialise products. Our tools enhance visibility and transparency, streamline processes and drive communication and collaboration across brands, management layers, business functions and countries worldwide.