Today’s pharmaceutical landscape is volatile. Patents on blockbusters are expiring, regulatory requirements are increasing the cost and time required to develop new products, public distrust and government scrutiny are both at an all-time high — and the implications for commercial strategy are huge. Adding to the pressure, payers across the world are clamping down on new products, line extensions, and price increases, demanding hard comparative clinical and economic data.
The old commercial models, which relied solely on the strength of physician relationships, are rapidly becoming obsolete. Payers now have more control than ever. Buyers have more power, global competitors are growing, and product life cycles have been shortened by an overwhelming number of competitive launches, as well as increased pressure from generics. Meanwhile, demands for pricing transparency are increasing. Physician loyalty means less and less. A strong economic and clinical value case is your linchpin for success.