Healthcare April 2013

Launch excellence for new medicines

Global challenges require new approach for market entry

Launch excellence for new medicines

Launch excellence for new medicines

After years of low productivity, R&D in leading pharmaceutical and biotech companies is starting to deliver on its promises and the number of New Molecular Entities (NMEs) approved by the US FDA has leveled out. Once approval has been gained there needs to be a launch. However, complexity of global market access has substantially increased. In this viewpoint, Arthur D. Little assesses the key success factors for launch excellence in times of global market access challenge.

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