According to McKinsey & Company, "About two-thirds of new drugs fail to meet launch consensus sales expectations for the first year on the market." The same study finds that most of these drugs continue to underperform even three-year post-launch,1 costing the industry hundreds of millions of dollars in lost revenue.
Before launching, emerging pharma and biotech companies must implement a data-driven well-defined launch strategy to be competitive and reach their revenue goals.
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1. McKinsey & Company. (2014, March). The secret of successful drug launches.