Marketing Expertise is Needed for Small Companies and Specialty Products
November 2025 posting
A 2025 Life Sciences Growth analysis of ongoing or recently completed P3 interventional clinical trials showed a significant shift in the types of products and companies that may enter the market:
- 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 significantly limited resources and less ability to prepare markets. Some are not sure they even want to commercialize these products themselves.
A special marketing and organizational touch is needed to help these companies realize the full commercial potential of these valuable new therapies that they have nutured over many years.
Market Development with Payers is Significant Underutilized
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 and the success of 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.
