New Product Planning

Three notable transitions worthy of reflection at this point in time.

In the biopharma industry, the Target Product Profile (TPP) is a critical tool for guiding the development and commercialization of new drugs.

In the ever-evolving biopharma landscape, success hinges not just on innovation but also on a clear roadmap guiding clinical and commercial development.

In the not-so-distant past, physician prescribing data was essentially a commodity with limited breadth or depth for the purposes of drug development and commercialization. Two primary third-party providers aggregated data from essentially the same sources.

Commercializing a pharmaceutical asset in one country is hard enough. Doing it on a global scale, with multiple country differences, is exponentially more difficult.

Many of our clients are emerging companies striving towards their first clinical development program in anticipation of delivering on a promise to the patients they hope to serve. In most of these companies, leadership is appropriately focused on advancing the science and developing a “reason to believe” for both internal and external stakeholders (investigators, potential partners, investors, current and future employees, etc.).

What is the difference between strategic thinking in quantifying the future and Excel gymnastics? This was a distinction I needed to learn in my early years of marketing and, more specifically, market research.

When biopharma executives or business development leaders think about developing their “partnering story,” the focus is often on the innovation. That’s understandable. These are science-based organizations, and without question, the innovation is fundamental to the work.