Traditionally, launch sequencing has been guided by market size, eligible patient population, and the likelihood of securing market access and adoption. While these criteria are still important, they’re no longer sufficient. Growing budget constraints, more stringent evidence requirements, and the rise of external reference pricing and transparency are forcing pharma companies to rethink how they prioritize markets for launch to maximize revenue generation.

 In this new reality, achieving optimal access and premium pricing across global markets requires a more systematic approach to launch sequencing – one that considers the product data package relative to individual market requirements, as well as market interconnectivity and tradeoffs.

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