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How To Make Your Drug Launch A Success

 
• By Rafael Natanek, Christoph Schlegel, Michael Retterath, and George Eliades

Recently launched drugs aren't meeting sales expectations and that's bad news for an industry whose revenues come from new products. Bain & Company surveyed senior launch executives to find the factors that lead to a successful launch.

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The pain is becoming all too common for many pharmaceutical executives. After a decade or more of investment in drug development and clinical trials, a company launches a promising new product only to see sales fall far short of expectations. Our research shows that nearly 50% of launches over the past eight years have underperformed analyst expectations, and more than 25% have failed to reach even 50% of external revenue forecasts.

That’s a serious concern for the pharma industry, which is expected to derive 25% to 80% of its revenue from new launches by 2021. While the level of clinical differentiation...

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