Here's another post on the importance of "outcomes" research in gaining acceptance for a new drug. It quotes results from a new Camelot Management Consultants study -- where 60% of US and European companies agree outcomes research to show the effectiveness of a new drug is important in gaining acceptance --- yet disturbingly 30% say they don't plan to change the way the go about launching their products.
Camelot says new launches will have to have the following features:
- Aim at expanding the market not just take share
- Re-define therapy guidelines
- Develop smarter pre-launch activities, with more investment in early phases
- Have stakeholders awaiting product and its differentiating features at launch
- Win recognition for creating multi-shareholder value (i.e. patients, prescribers, payers)
- Adapt to changes in the environment during and after the launch
Posted by Bruce Lehr May 16th 2013.