New Products on the Horizon
November 2025 posting
A 2025 Life Science Growth analysis of ongoing or recently completed P3 interventional clinical trials showed a significant shift in the types of products and companies being developed and that may enter the market in the near future:
- Oncology (~50% P3 trials) and Rare Diseases (~20% ongoing P3 trials) dominate the phase 3 clinical trial TA landscape
- Emerging/small companies (with 1- 2 active P3 trials) represent ~20% of all P3 trials
- ~25 products expected to complete P3 in Q4'25 of which ~75% are new drugs and ~25% are line extensions/new indications
Emerging or smaller companies often have limited resources to prepare markets, and the financial risks of investing in market development - despite the upside - is significant.
For these smaller companies, a precise and well-planned marketing and organizational approach is needed to optimize limited budgets, prepare the product and the market, and ensure the full commercial potential of a new therapy is realized at launch. The stakes are high. There is no room for error or financial waste.
Pre-launch Payer Market Development is Significantly Underutilized - Why?
October 2025 posting
A 2022 study determined that ~30% of payers did not use pre-approval information exchange for >40% of their product reviews, and that limited PIE information from Biopharma companies was the primary reason. Wow
In today's marketplace, Payers are as important as KOLs and Providers in shaping a marketplace for a new product not yet approved or launched. PIE regulations were ratified in 2022. If you are not executing high-impact PIE, you should.
Thoughts on Artificial Intelligence - Coming Soon
September 2025 posting
Artificial intelligence is definitely here. All biopharma companies are using it in different ways. There are many different AI services and tools available (and some can be costly). Everything is moving quickly.
Questions...
- How is AI being used by the industry in general?
- How is AI being used by Marketers?
- What impact can AI have on preparing markets and launching new products?
- Can AI help (or hurt) with customer interactions?
Stay tuned. We're gathering information as we speak. Our summary on the state of AI with a focus on commercialization and marketing of new therapies will be available shortly.
