Commercially successful European launches are the result of specific strategic commercial decisions obtained through rigorous analysis, aligned across the organization and effectively implemented. Experience has demonstrated that rigorous, structured primary research, to understand the new product’s market, drives critical insights that lead to greater product uptake and success.
The European market presents a particular challenge to new pharmaceutical firms. In addition to varying legal requirements, language and cultural differences across European countries, there are differences across European countries in terms of:
- Where patients present for diagnosis
- The setting of care in which patients are eventually treated
- How treatment is administered
- How diagnostic tools are used
- The barriers to receiving treatment
- Who actually makes the treatment decisions for patients
- What criteria and process decision makers use
Understanding these subtle country variations allows a tailored launch plan that ensures a faster uptake and, ultimately, a commercially successful launch.
In this webinar, the presenters will draw upon our experience of working on commercial launch strategy for dozens of products to highlight the key strategic considerations that ultimately make a biopharmaceutical product a commercial success.
