Pharmaceutical Executive July 31, 2024
New technology is allowing teams to analyze data at faster rates and make decisions much sooner than they previously could.
Commercializing new drug therapies has never been more critical–and complex. With one-third of drug launches between 2012 and 2021 missing their stated goals1–and patent expirations increasing to 4-6% of industry revenues2, up from 1-2%3–product launch teams are eager to try any and all novel approaches to optimizing launch success.
Traditionally the Awareness, Trial, and Usage (ATU) study provided foundational insights from which a myriad of launch activities evolve. ATUs provide fresh data on a wide range of elements including the physicians’ indications for prescribing, barriers to adoption, critical early patient experiences, competitive positioning, and message optimization.
However in today’s highly...
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