Optimizing the Biopharmaceutical Product Launch Process
How to create a commercially successful go-to-market strategy
Moving a biotech product from phase II results to commercial launch is notoriously challenging. Up to 50% of all drugs rolled out since 2004 have not lived up to sales forecasts. After proving the science behind a new drug, many biotech firms fail to sufficiently communicate a compelling and understandable value story for investors, others do not make the necessary changes to their organizations, processes and mindsets, and struggle to think commercially.
Achieving commercial success – whether it is by out-licensing a drug, bringing it to market alone or partnering to launch it – requires companies to leverage business insights and market analytics in order to inform their clinical and commercial plans. It also involves attracting sufficient investment in an increasingly capital-constrained environment. Faced with these challenges, how can companies best assess their capital requirements? What steps should be taken to shift from a science-focused culture to one that’s commercially-centred? Why is it so important to think about commercial capabilities and scalability plans?
The Financial Times, in partnership with Syneos Health, brought together biotech and pharma companies to discuss the challenges and opportunities associated with commercializing a new drug. Explore how to develop a mindset and strategy to drive a successful product launch.
Key discussion points
Trends in strategic launch investments
What is the most effective way to maximise launch spending?
Creating a spending strategy to drive launch success
What does a good launch spend strategy look like? Which factors most influence launch spend?
Making a business case to fund an upcoming launch
How can companies build a compelling business case to secure pre-launch funding from investors or present to the board?
World-Class Business Leaders and Speakers
"Excellent programme to hear from biopharma leaders about the challenges, opportunities, and trends in the biopharma sector."
Attendee from a previous event in partnership with Syneos
We’re Here To Help
© Financial Times Live
FT Live and its journalism are subject to a self-regulation regime under the FT Editorial Code of Practice
