A succession of poor product launches in the biopharma world leads McKinsey to postulate that the focus on the product alone could be undermining success.
Focusing too narrowly on clinical value often leads companies to neglect a powerful driver of launch success: the customer experience.
By addressing pain points along patient and prescriber journeys, companies can increase customer satisfaction, improve adherence, and boost revenues.
When one company launched an app that acts as a digital companion for patients, for instance, it saw revenues for its new rheumatoid arthritis therapy rise by 8 percent.
As complexity increases in the pharma market and competition intensifies in areas such as oncology and immunology, optimizing the customer experience becomes even more important.
A “one size fits all” approach to launch will no longer work.
Read the full report here
This is part of a series of posts by LUCENT biopharma – focused on the future of medicines and their marketing in the biopharma sector.
For more information, please go to www.lucentbiopharma.com