The secret to a successful brand launch: being in it together
By Natalie Hoegen
Today, more than ever, success is non-negotiable and that is even more true regarding drug launches.
With the era of blockbusters now finally gone, successful drug launches have become even more critical to both ‘big pharma’ and biotech start-up companies, with navigating complex internal and external landscapes often adding to the challenge. There are many insights, recommendations and strategies about what the ingredients for a successful launch are, yet nearly 50% of drug launches underperform against expectations. Clearly, it remains a bit of a secret recipe, sadly not as foolproof as the recipe for banana bread.