Pharma companies have generated an exciting wave of new science, led by specialty products. However, these new products are coming to market amidst an environment characterized by digitally empowered patients, highly scrutinizing payers, and limited funding to pay for all the new treatments being brought to market.
In our inaugural survey on product launch in the pharmaceutical industry, we sought to uncover how patients find out about, consider and select new treatments coming to market across eight therapeutic areas, three generations and four geographies (the US, the UK, Germany and France).
to help pharmaceutical companies gain fact-based insights into what will enable them to successfully launch new treatments in this exciting, but challenging market.
patients characterize themselves as having a strong affinity to
brands in a healthcare setting.
So what are top factors influencing decisions about
their healthcare and the treatments they receive?
Why the lack of awareness?
What influenced them to make the change?
What should pharmaceutical companies do differently
when launching new products?
Pharmaceutical companies need to shift their mindset to start launching evidence-based solutions as early as the clinical trial-stage to inform new launch strategies and full commercialization. Collaborative data-sharing—between patients, providers and payers—will be essential, along with advanced analytics to generate robust insights and delivery via digital channels.
In an environment reshaped by vast amounts of health data, pharma companies can harness advanced analytics to develop more tailored and value-driven launch strategies.
Market insights across populations, disease areas and HCP and patient interactions and experiences can be used to personalize new launches with greater precision than ever before. Understanding how patient sub-segments behave differently will fundamentally shift promotional decision-making for new launches.
We surveyed 8,000 patients in the United States, the United Kingdom, France and Germany (2,000 in each country). The objective was to evaluate how patients find out about and select new treatments coming to market in eight different therapeutic areas: immune system, heart, lungs, brain, cancer, rheumatology, hormone/metabolism and eye disease and across three generations—Baby boomers, Millennials and Generation X.