Win the Pre-Launch. A global study of 79 pharmaceutical launch products and other analyses indicate that the ultimate success of a chronic care product launch is determined within the first 10 to 12 weeks after launch. Companies can no longer wait to battle during the benchmark “launch year” but must win the “Pre-Launch Years.” This paradigm shift—from selection to election of drugs—has fundamentally changed product launches. Pharmaceutical companies and professionals who grasp this shift and approach product launches like elections are demonstrating dramatic competitive advantages.
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