Defining the Timing, Rigor, and Impact of Commercial Insights from Preclinical through Post-Launch
R&D and clinical functions take precedence in early planning, often delaying commercial involvement. This leads to missed opportunities to influence target product profile (TPP) design, trial endpoints, and payer strategy, resulting in suboptimal TPPs, overlooked market needs, and slower uptake post-launch.
The aim of this paper is to define when commercial input matters most, and what level of rigor is appropriate by development stage.
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