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Key trends and future developments facing pharmaceutical product launches

Pharmaceutical and healthcare companies require more transparent, collaborative, cost-effective strategies and go-to-market plans for product launches. Several factors are driving changes in the industry, including the pressure to shorten the time to market, increased competition, and rising costs of drug development.

Shortening time to market: In response to the urgency of the pandemic, regulatory timelines have condensed to ensure faster availability of life-saving treatments. This trend is not new, as there has been a growing number of drugs approved through fast-track programs in recent years. Fit-for-purpose launches based on a product’s indication trajectory are also gaining traction, enabling more efficient use of resources and cross-functional alignment.

Increasingly competitive marketplace: The drive to bring drugs to market faster has led to a more competitive landscape. In 2020, worldwide pharmaceutical revenues reached $1.27 trillion, and this growth is projected to continue. As clinical trial pipelines expand into niche higher-value therapeutics, more startup innovators are expected to enter the market.

Escalating cost of drug development: The cost of developing FDA-approved drugs has risen to approximately $2.6 billion, with a year-over-year increase of around 3%. Research and development efforts account for a significant portion of these costs, with 17% of revenue being allocated to R&D. These rising costs contribute to uncertain returns on investment, making stakeholders more likely to invest in established markets.

The future of pharmaceutical product launches will be shaped by various factors. Data-driven decision-making will play a crucial role, leveraging real-world evidence to predict behavior and inform engagement strategies. Traditional marketing tactics will give way to omnichannel approaches, optimizing marketing efforts across all channels.

Artificial intelligence will be harnessed to gain a deeper understanding of unmet needs and enhance commercial performance. Sales teams will utilize digital channels and analytical insights to maximize effectiveness. Increased coordination between marketing and sales teams will be essential. Furthermore, innovative patient channels and services will facilitate diagnosis, treatment choice, and administration.

With our breadth of expertise and connected capabilities, Inizio can help you navigate the changes in the industry and accelerate and simplify the product launch journey.