Success or Failure - Launching the next Blockbustser Drug in the Pharmaceutical Industry

Successfully launching a product is one of the most important factors for a pharmaceutical company's long-term success due to very high R&D investments and the highly regulated environment in this area. Furthermore, it is important to develop a global strategy for a drug, since bad positioning in one country can globally damage the earning potential of a compound in the long term.

The pharma industry works very differently to the majority of other industries, since specific companies often have monopolies in one or more therapeutic areas. Lawmakers and sick funds have therefore drawn up their own strict regulatory frameworks to manage products as well as determine price and market access to ensure the supply remains secure. 

On February 20, 2019, we will familiarize you with the challenges of a new product launch in the pharmaceutical area by offering you exciting and practical insights from our own project experience. Simon-Kucher has already successfully worked with 24 of the top 25 pharma companies and helped develop market entry strategies for seven of the top ten blockbuster drugs worldwide.

As part of the case study, we will present some of the strategic challenges that a pharmaceutical company faces regarding market access, positioning, and setting prices for a blockbuster compound that has several therapeutic areas.

Each group will be accompanied by one of our experienced consultants and will later be asked to present its results and specific recommendations. Prior to the case study, you will also receive a brief introduction to market entry strategies in the pharmaceutical industry.