You Only Launch Once: Five Ways to Reduce Market Access Risk
For many manufacturers, the period between FDA submission and the PDUFA date feels deceptively quiet. Clinical work is largely complete, pricing assumptions have already been modeled, and commercial teams are waiting for the green light. But in reality, this pre-launch window is one of the most consequential phases of a brand’s lifecycle—and one of the […]
How to Mitigate Payer Pushback on Fast-Tracked Therapies
For pharma manufacturers, securing expedited approval for a drug in development is typically seen as a win, which will result in faster patient access as well as faster revenue recognition. However, the realities of market access mean that drugs approved by expedited pathways—most notably, the accelerated approval pathway—may face a much more difficult path to […]
The Rise in Biotech Commercialization
In 2024, biotechs were behind almost two-thirds of the FDA’s new drug approvals. Many biotechs are choosing to commercialize their products themselves, rather than partnering with Big Pharma players. Many fail, but some market factors are now in biotech’s favor. A recent Evaluate report, Going Solo: Commercializing Biotech, analyzes the dynamics that are enabling biotech […]
Meet Your Launch Goals with Payer and HCP Insights
The weeks preceding a pharma product’s launch date are a critical window for market access teams. The ability to pivot and adjust to last-minute shifts can make all the difference between a successful first year and a disappointing launch trajectory. While much of your market access research may have already been completed by the time […]
Acing Market Access: Six Steps to Take Before Launch
Our first post in this series discussed how early market access research, conducted in the 12-18 months before launch, helps pharma companies identify differentiators and establish accurate expectations. As your organization moves closer to launch, your market access team will need to establish a commercially focused definition for your patient population. You’ll need to identify […]
Digital Best Practices for Communicating Drug Coverage to HCPs
Before physicians prescribe a new therapy, they need to trust that it is the most effective and appropriate treatment for an individual patient. They need education on the drug’s efficacy and safety, dosing and administration, and the clinical criteria that define eligibility. They also need to know if the drug is affordable and accessible for […]
Why Pharma Should Invest in Evidence-Based Physician Education
This article was originally published in BioPharma Dive. For years, many manufacturers have assumed that pre-market physician education was not strictly necessary unless their brand was the first to market or had a novel mechanism of action. With the advent of precision medicine, however, ongoing disease state education has become increasingly critical. Today’s molecular-targeted therapies […]
Measuring Message Efficacy: How to Change HCP Brand Perceptions
Pharma companies share product messaging with providers in a myriad of ways, from email campaigns to social media to next-best-action marketing, print and online media, and industry conferences. Despite the rise of omni-channel marketing, in-person meetings are still a crucial means of communicating a brand’s value, efficacy, and competitive differentiators to healthcare professionals (HCPs). Of […]
Preparing for Launch: How to Choose the Best Market Access Analogs
For manufacturers, the success of a new brand hinges on its uptake in the first few months after launch. Many pharma companies are surprised to realize that payer coverage is more limited than anticipated, especially in highly competitive markets. A poor launch can quickly lead to a disappointing performance trajectory. To predict payer behavior with […]
What Payers Want: Understanding Payer Preferences When Evaluating Therapies
Many manufacturers are interested in which factors can give them an edge on obtaining preferred coverage with payers. This is especially true given the increasing competition in saturated categories such as immunology, diabetes care and breast cancer. We scoured recent MMIT research to gain a better grasp on the factors that are top of mind […]