The nuanced challenges that biopharma brand launch teams must consider prior to launching a new drug include proving efficacy and safety compared to existing options, developing a dosing regimen that promotes patient adherence, as well as pricing their product competitively to promote market access. The right market research strategy will address all of these challenges, especially when brand teams invest in research with both patients and healthcare providers.
When teams prepare for brand launch, market research is crucial for understanding the nuanced patient journey, from diagnosis to treatment, and for grasping healthcare providers’ decision-making processes. For instance, in the development of oncology drugs, brand teams must delve into the patient experience to understand the emotional and physical impacts of both the disease and potential treatments. This understanding can inform patient support programs and educational materials, ultimately improving patient outcomes and adherence to treatment regimens.
Similarly, engaging with healthcare providers through market research uncovers valuable insights into prescribing behaviors, potential barriers to drug adoption, and the overall competitive landscape. For example, when launching a new diabetes medication, a pharmaceutical brand team must understand the weight that endocrinologists give to the different factors that influence their treatment choices, such as drug efficacy, safety profile, and insurance coverage. Market research can also reveal the educational resources and tools that healthcare providers need to make informed decisions and support their patients effectively.
By investing heavily in market research with both patients and healthcare providers, pharmaceutical brand teams equip themselves with the critical insights needed to navigate the competitive landscape, tailor their messaging,
and ultimately drive the adoption of their products. This strategic approach ensures that commercialization teams are not just reacting to market changes but proactively shaping their brand launch strategies to meet the unique needs of their target audiences.
Understanding the Market and Competition Prior to Brand Launch
Biopharmaceutical companies rely on market research to understand market dynamics, the competitive environment, and potential opportunities thoroughly. For example, prior to launching its blockbuster hepatitis-C treatments Sovaldi and Harvoni, Gilead Sciences conducted extensive market research, which uncovered patients’ desire for a simple and safe treatment free of interferon, which often made patients feel worse than the disease itself. This research undoubtedly shaped their market entry strategy for Sovaldi. The team focused on developing a single tablet, oral formulation that not only made their patients feel better, but also remained safe and effective.
Preparing for Brand Launch by Identifying Patient Needs and Preferences
Patient-centricity also needs to become more of a rallying cry throughout the biopharmaceutical industry. Market research is one area that enables companies to move closer to becoming truly patient-centric while preparing for brand launch. It allows brand teams to understand patient needs, preferences, and behaviors, leading to more effective and patient-friendly products.
Today, more than ever, patients are more informed and empowered to make decisions about their healthcare journeys. With millennials and Gen-Z, both of whom are heavily reliant on non-traditional resources for healthcare information, increasingly becoming a larger segment in need of increasing medical care, biopharma brand teams need to communicate more with these patients through the channels they are used to getting their information from.
Guiding Product Development and Innovation
Market research is critical in guiding biopharmaceutical product development and innovation. Analyzing market trends, unmet needs, and technological advancements allows companies to identify innovation areas and develop products that meet healthcare providers’ and patients’ evolving needs. Market research impacts every stage of product development, from conception to brand launch. Market research also aids in validating companies’ product ideas, providing a much-needed reality check that helps brand teams refine their products, understand potential use cases and gauge initial reactions from potential patients. This iterative process helps ensure that the final product resonates with its intended audience and has a higher chance of success upon launch.
As product development progresses, market research continues to play a critical role in prototype testing and iteration. By engaging with patients and healthcare providers, companies can gather feedback on product usability, effectiveness, and overall experience. This feedback is invaluable, as it helps to identify any issues or areas for improvement before the brand launches on the market, saving time and resources in the long run.
Furthermore, market research supports the development of a robust go-to-market strategy. Understanding the competitive landscape, pricing sensitivities, and distribution preferences enables companies to craft a brand launch strategy that positions their product effectively in the market, leading to a strong market entry.
Facilitating Effective Communication and Branding
Effective communication and branding are essential for biopharmaceutical products’ success. Market research provides insights into the most effective messaging, channels, and tactics to reach and influence target audiences. Market research plays a crucial role in identifying the most effective channels for reaching target audiences. This can lead to creating new patient support programs or providing extensive educational materials, which enhance the patient experience and foster a sense of trust and loyalty toward the brand. Programs such as these not only helped patients manage their conditions more effectively but also reinforce the brand’s commitment to patient care, further solidifying it in the marketplace.
Market research offers valuable insights that guide strategic decisions, drive innovation, and enhance patient-centricity prior to brand launch. And it empowers biopharmaceutical companies to communicate more effectively and build stronger brands. It is not just a tool for understanding the market; it is a catalyst for innovation and product development in the biopharmaceutical industry. Market research also ensures that companies are not just creating products, but are creating the right products that meet market needs, solve real problems, and ultimately improve patient outcomes.
Elio Evangelista is a Senior Consultant at ZoomRX. His experience is based in in market research, benchmarking, marketing, and journalism. Email Elio at elio.evangelista@zoomrx.com
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