Launching a drug in today's environment once FDA approval is secured presents a unique set of challenges, according to Accenture Life Sciences senior manager Peter Hansen. The shift toward treating smaller populations of patients, who may be down to their last options, erodes peak sales. And aggressive follow-on competitors cut into the period of exclusivity. Manufacturers must shift to accommodate the new reality, starting earlier on their commercialization strategy, replacing large sales forces with peer-to-peer teams and embracing sophisticated targeting of physicians with expert sales reps, Hansen writes.
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