As the challenges to pharmaceutical launch strategy, market access and success, become ever more imposing, no-one will prevail by throwing money and reps at the problem as companies did in the past.
A healthy pharmaceutical industry runs on innovation. There is plenty of that left in the tank, judging by current market trends and product development pipelines. Pharma launch challenges, though, have never been tougher.
With another turbulent year behind us, we look ahead to the pharma trends that we believe will shape the industry in 2017.
2016 Pharma Trends: As the pharmaceutical industry enters 2016, rarely has the need for its products been greater and rarely has the industry been subject to such hostile scrutiny.
Across the world, pharma companies of all sizes are still using a patchwork of non-specialised tools, typically Microsoft Excel, to organise their market access and launch efforts, with these files often shared across global and country teams in a SharePoint environment.