Accenture research confirms that peak sales and the time it takes to reach peak sales have decreased significantly in the past five years. These declines mean pharmaceutical companies need to take a significantly different launch approach in this new environment.
This research report shares seven key lessons learned from leaders in the industry on successful product launches in the post-blockbuster world.
To understand how industry changes have affected biopharmaceutical product launches, Accenture conducted an analysis of the launch environment for the top 200 branded new molecular entities (NMEs) launched between 1992 and 2011.
Our research examines the root causes behind the erosion in launch performance, the challenges the new launch environment brings and what launch brands need to do to stay ahead of the trends and emerge on top of their game in this post-blockbuster world.