Guiding a drug launch in 2024: A complex dance of strategy, partnerships and digital innovation

Real-world evidence and digital engagement are hot topics, but well-executed strategies remain key to achieving market success (1,100 words, 5 minutes)

Aug 06, 2024

In the high-stakes world of pharmaceutical launches, companies are increasingly relying on a blend of traditional marketing tactics and cutting-edge digital strategies to ensure their new drugs make a splash in the market, according to the International Journal of Pharmaceutical Research and Applications.

Early strategic planning remains the cornerstone of successful drug launches, according to industry experts.

Market research has also taken on new importance in the digital age. Consulting firm Baker Tilly International advises that real-world evidence and post-marketing surveillance are essential for maintaining trust and supporting long-term success.

Strategic partnerships are emerging as a key differentiator in the crowded pharmaceutical landscape. The recent collaboration between Kye Pharmaceuticals and Hyloris Pharmaceuticals for an ADHD treatment in Canada exemplifies this trend. Similarly, the high-profile partnership between AstraZeneca and Oxford University for their Covid-19 vaccine demonstrated how collaborations can accelerate development and boost public trust.

Digital platforms are revolutionizing how pharmaceutical companies reach their target audiences. Merck's launch of of immunotherapy drug pembrolizumab (Keytruda) showcases the power of digital marketing. The drug’s website attracted over 2.4 million visitors in a single year, setting a new benchmark for online engagement in the industry.

Post-marketing surveillance has also evolved, becoming a critical component of long-term drug success. Eli Lilly and Boehringer Ingelheim’s approach to diabetes medication Jardiance illustrates this commitment to post-launch vigilance. The companies are conducting extensive studies the drug’s long-term effects, particularly in patients with chronic heart failure and kidney disease.

As the pharmaceutical landscape continues to evolve, companies that can effectively blend strategic planning, partnerships, digital innovation, and rigorous post-launch monitoring are likely to see their new drugs thrive in an increasingly competitive market.

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THIS WEEK 08/06/24

The U.S. FDA approved Luye Pharma’s paliperidone palmitate extended-release injectable suspension (Erzofri) for the treatment of adult patients with schizophrenia or schizoaffective disorder or as an adjunct to mood stabilizers or antidepressants.
Linepharma International’s methotrexate single-use prefilled pen for self-injection ( Nordimet) is now available in Canada for the treatment of adult patients with severe disabling active rheumatoid arthritis and severe disabling treatment-resistant psoriasis/psoriatic arthritis.
Neurim Pharmaceuticals received a positive opinion from the Committee for Medicinal Products for Human Use of the European Medicines Agency for the company’s pediatric prolonged-release melatonin (Slenyto) for the treatment of insomnia in children with neurogenetic disorders.
GSK announced the U.S. FDA has approved dostarlimab-gxly (Jamperli) in combination with carboplatin and chemotherapy (paclitaxel) followed by Jemperli as a single agent for the treatment of adult patients with primary advanced or recurrent endometrial cancer.

NOW LISTEN UP

In season 12 of the NPC Podcast, Brian Bloom, CEO of Bloom Burton & Co., gives insights into changes in the Canadian Healthcare investment landscape, the return of the generalist investor, and the rise of consumer empowerment in healthcare. Hear him in conversation with podcast hosts Mitch Shannon, Jim Shea, and Mark McElwain.

Listen here

HEALTHBIZ REWIND

This feature of NPC Healthbiz Weekly looks back at some of the most insightful moments from previous NPC Podcast episodes. In Healthbiz Rewind, you’ll read bold life sci predictions made during the renowned “Prognostication Korner” segment of the NPC Podcast.

Mike Cloutier
Director
Biologics Manufacturing Centre (BMC) Inc.
Season 02, episode 08
Listen to this episode here
(This episode was recorded in December 2020, when Cloutier was Founding Partner at Accelera Canada)

First and foremost, we need to continue promoting the pluses of the Canadian market to ensure leaders understand its importance and value as a top-tier market. We all have to do our part to strike down myths, eliminate misconceptions, provide logical solutions, and offer guidance to ensure people understand the positives and maintain a balanced view. While doing that externally, here in Canada, we need to continue challenging the Patented Medicine Prices Review Board (PMPRB) changes. We need to work on developing better policies to ensure affordable access for all Canadians. The price concerns are real and justified; not everything is affordable, and prices are rising.

However, it’s important to remind Canadians that the pharmaceutical and biotech innovations that are available are among the most economical and efficient care options, and we must never lose sight of that. As an industry, we need to ensure we are united in developing strategies and plans to improve access, use our resources efficiently, and proactively promote healthy living, as well as innovation in care. If we all work together, I believe solutions are within reach.

INTRODUCING DERMATOLOGY.BUSINESS

Who wants to be updated on market trends, competitive landscapes, and growth opportunities in the dermatology subsector of the life sciences? If you’ve got your hand up, head over to Dermatology.Business, the new newsletter from the same fine folks who bring you NPC Healthbiz Weekly and so many other information sources you depend on. It’s published every other Wednesday, and the edition coming out tomorrow (07/31/24) at 6:00 a.m. EDT has plenty of breaking news to tell you about, reported direct from the Dermasphere. Check it out here and request your free subscription.

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