Key Questions to Ask Before Launching a Pharma Product
Pharma companies make one of their largest investments in product launches. Years of research, clinical development, regulatory approvals and commercial planning all lead to the moment when a new therapy hits the market. But even products with strong clinical data can struggle if organisations don’t understand market dynamics, customer expectations, competitive activity or payer requirements before launch. A structured market-insight process is usually what prevents that miss. Those questions also surface the stakeholders who have to be aligned before launch.
Effective market research reduces uncertainty by providing the insights needed to make confident strategic decisions. Asking the right questions upfront can help pharma companies strengthen product positioning, improve forecasting, enhance market access and prepare for long-term commercial success.
The Importance of Research Questions
The quality of business decisions is a function of the quality of the questions being asked.
Before a product can be launched, pharmaceutical companies require research that helps them to understand:
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Opportunities in the market
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Customer requirements
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Competitive threats
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Patient’s expectations
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Risks of business
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Potential for growth
Good research can back all planning stages of a launch.
Does the Product Address an Unmet Need?
The first question every organization needs to answer is whether the therapy tackles a meaningful healthcare challenge.
Research should assess:
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Disease burden
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Limitations of present treatment
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Unmet medical needs
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Results for patients
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Health care professionals’ views
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Trends in future treatment
The unmet need helps define the value proposition of the product from the beginning.
Who Are the Targeted Patients?
Successful launches depend on the unambiguous identification of the right patient population.
Organisations need to know that:
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Patient characteristics
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Severity of illness
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Preferences for treatment
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Access to health care
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Challenges to adherence
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Quality of life issues
Patient focused research will help position products to real world health care needs.
What Will Health Professionals Do?
Treatment uptake is a key role for healthcare professionals.
Research to be conducted:
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Behaviour of prescribing
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What clinicians anticipate
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Evidentiary requirements
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Preferences for treatment
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Education requirements
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Adoption barriers
This knowledge informs improved medical education and commercial engagement strategies.
What Are the Competitors Doing?
Competitive intelligence should start long before commercialisation.
Beware of organisations:
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Pipelines from rivals
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Product placement
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Progress of the clinical trial
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Scientific magazines
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Pricing policies
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Marketing activities
Regular monitoring allows companies to anticipate moves from the competition and to better differentiate their products.
Will the Product Deliver on Payer Expectations?
Planning market access is critical to a successful launch.
Research should address questions about:
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Requirements for reimbursement
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Health Technology Assessment
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Price expectations
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Demonstrating value
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Impact on budget
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Evidence required
Early knowledge of payer priorities helps build better reimbursement strategies.
Is the Commercial Strategy Ready?
Market research to validate commercial assumptions prior to launch.
Key questions are:
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Is the placement clear?
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Does the messaging work?
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Are the predictions realistic?
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Is the customer segmentation correct?
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Are sales resources aligned?
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Are the launch plans set?
Answering these questions increases launch readiness and reduces commercial risk.
What Does Real World Evidence Say?
Real-world evidence (RWE) adds an extra dimension of insight to traditional market research, as it examines healthcare delivery outside of clinical trials.
Organisations must assess:
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Response to treatment
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Patient compliance
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Health services utilisation
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Long-term results
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Safety trends
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Relative effectiveness
RWE, when combined with market research, provides a more complete view of the launch environment.
Explore how real-world evidence strengthens commercial strategy and launch planning.
How Artificial Intelligence Can Improve Research?
Pharmaceutical companies are using artificial intelligence to answer complex research questions more efficiently.
AI assists:
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Predictive analytics
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Competitive surveillance
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Trend analysis
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Segmentation of customers
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Prediction
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Automation of reporting
AI is getting faster and more efficient, but it still needs experienced people to interpret the results and drive business decisions.
Learn more about the essential skills needed by future pharma insights professionals.
Create a Continuous Learning Process
Research does not stop when the launch preparations are finished.
Leading pharmaceutical companies are continuously reviewing:
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Changes in market
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Customer reviews
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Competitive landscape developments
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Performance (commerciale)
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Results for patients
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New business opportunities
Learning organisations can constantly adapt strategies and optimise long‐term product success.
Executive Pharma Insights Conference (EPIC)
The Executive Pharma Insights Conference (EPIC) brings together pharmaceutical executives, market researchers, commercial leaders, medical affairs professionals, market access experts, healthcare experts, regulators, data scientists, and technology innovators to explore the newest ways of launching pharmaceutical products. The EPIC Conference provides attendees with practical insights into market research, competitive intelligence, artificial intelligence, forecasting, real world evidence and launch excellence. EPIC Market Research & Insights is a collaborative platform for industry professionals to share successful launch strategies, discuss emerging challenges, and develop practical frameworks for improved commercial decision making. The Pharma Insights Conference provides valuable networking opportunities for organisations looking to improve launch planning and build evidence-based commercial strategies.
Discover who should attend the Executive Pharma Insights Conference and benefit most.
As the pharmaceutical markets become more competitive and data driven, the importance of asking the right research questions pre-launch will only increase. Those that embed market research, competitive intelligence, AI, and real-world evidence will be better positioned to anticipate market shifts, reduce uncertainty, and improve commercial results.
Those companies that view research as a continuous strategic capability, rather than a one-off activity, will be best placed to successfully launch products, gain market access and deliver greater value to healthcare professionals and patients.