Empowering the Next-Generation Launch Model

The pharma industry has seen dramatic shifts in scientific innovation over the last decade with a trend toward orphan markets, personalized medicine, higher priced products and new modalities including cell and gene therapies, oligonucleotides and others. COVID served to further accelerate scientific innovation, driving a near record-breaking number of FDA approvals, astronomical venture capital funding and remarkably rapid development and rollout of ground-breaking products (including anti-virals, novel antibodies and mRNA vaccines). However, as Trinity Life Sciences discussed one year ago, the commercial models employed by companies that launched new products during 2020 and 2021 were largely based on traditional sales and marketing approaches, despite the massive shifts in the pharmaceutical industry and the healthcare environment at large. We explore in this paper how industry players can elevate and evolve their commercialization approaches to better match the flourishing scientific innovation and enable those scientific breakthroughs to be accessed by the right patients at the right time.

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