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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