This paper explores pharma’s launch performance problem and the challenges of the new launch environment. Immediate environmental impact such as lockdowns have resolved, but patient backlogs, changes in healthcare professional (HCP) engagement and budget constraint will impact for years. For launch success in this environment, companies must have a clear understanding of these evolving dynamics and act early to adapt their launch plans to evolving patient, physician, and payor needs.
Overcoming Pharma’s Launch Performance Problem
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