Success in developing effective treatments for the most common
conditions has led to a more complex need to develop and launch
treatments for more specialized diseases. More drugs with less annual sales has brought on the end of the blockbuster era. The same business models and launch programs cannot be applied to this new way of working. A personalized and robust commercial strategy is expected for each target customer and treatment.
More personalized approaches are required.
After a decade of global sales growth across all Top-10 Therapeutic Areas, sales in the 2010s shows little to no growth (with the exception of Oncology). This is the result not of fewer drug launches, but of a change in
the sales outcomes of new drugs.
For example, according to GlobalData
Health, “infectious diseases and metabolic disorders have more marketed agents, but with fewer total sales.”
Source: GlobalData, Pharma Intelligence Center (accessed 13 July 2020)
critical to understanding this shift
You need new data in order to develop effective blueprints for your launch excellence programs and new business models.
The end of the blockbuster era requires re-validating many market and patient insights that have never been questioned before. Your understanding of the market will need to take into account the dramatic shifts that have led to a focus on precision medicine.
How? Use new techniques
Designing a patient journey that feels
personal requires an in-depth
understanding of the person at the
center of the journey.
person at the center of the journey. Everyone’s preferred personal experience will be different and will depend on their medical and contextual data.
Starting from the patient’s preferred
personal experience, it is key to assess
what is feasible from both a technological and a medical perspective.
The interplay of these four factors will
determine the patient’s personalized
care experience.
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