The Secrets of Successful Drug Launches

"A masterclass in drug commercialization. Whether you're launching your first product or fine-tuning your commercialization strategy, this is an essential read." - CHATRICK PAUL, Senior Vice President, Oncology Strategy, Access and Business Transformation, AstraZeneca "Required Reading for anyone involved in drug development who wants high impact, next-generation therapies to reach their full intended audience." - KEITH FLAHERTY, MD, Director of Clinical Research, Mass General Cancer Center "This is an insightful book about how to drive more growth. O'Neill's diagnosis of the root causes of new product failure is must reading." - CARMINE DI SIBIO, Former Chairman and CEO, EY "O'Neill has spent decades in the labyrinth of new drug launches and now gives us the map out of the maze. His testimony will save you from making mistakes that can cripple career and company prospects." - BRETT FORREST, The Wall Street Journal, Author of Lost Son "O'Neill offers compelling stories and useful frameworks and advice from his decades of experience launching major pharmaceutical brands." - RICK FAIR, CEO, Bellicum Pharmaceuticals "O'Neill's analysis goes well beyond the traditional launch insights providing critical behavioral and human capital-related considerations. This book is must reading for anyone involved in pharmaceutical drug development and commercialization." - GREG DIVIS, CEO, Avadel Pharmaceuticals "This book provides a forward-thinking approach about how to navigate the pitfalls of commercialization and a refreshing view on how organizational transformation and the revamping of skills and capabilities can maximize your chances for success." - CORINNE LE GOFF, Chief Commercial Officer, Viatris "I have supported over 100 new drug launches and I highly recommend this book. Whether you are an experienced pharmaceutical leader or a newcomer, 'Secrets' will help you master the art and science of new drug launches." - MANEESH GUPTA, Senior Partner and Practice Lead, Launch Excellence, Eversana SEE FULL REVIEWS BELOW Pharmaceutical companies launch new products for two fundamental reasons, new products drive growth and growth drives valuations. But consistent growth has never been harder to come by. The decreasing tenure of companies in the S&P 500 Index is an indication of this. The 33-year average tenure of companies in 1964 declined to 24 years by 2016 and is projected to shrink to just 12 years by 2027. More than ever, companies must understand the levers that accelerate growth and put their shoulders behind them. New drug launches are the most important event in the lifecycle of every brand. They establish a trajectory that's hard for companies to change. In fact, the majority of drugs that underperform in year one, underperform in subsequent years. The takeaway is that we rarely get a second chance to make a good first impression. Despite this knowledge, new products fail at the stunning rate of between 36% and 66%, depending on the study. The Secrets of Successful Drug Launches exposes the hidden reasons why. In doing so, it reveals that the most common causes are the hidden traps in human decision making. When redundant and secondary causes are stripped away, there are essentially six root causes of new product launch failure. They include 1) insufficient relative advantage, 2) late market entry, 3) incompatibility with perceived needs, 4) unrealistic launch forecasts, 5) underinvestment in preparing the market and 6) a lack of valuable follow on indications. This book offers leaders proven mental models to successfully navigate these challenges. It also exposes the most common tactical and organizational traditions that undermine our success. Filled with colorful examples and personal stories, 'Secrets' will help you master the best of what others have already learned.
ASIN: B0DZ7MKS33
VSKU: BVV.B0DZ7MKS33.A
Condition: Acceptable
Author/Artist:O'Neill, Jason
Binding: Paperback
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: The item is very worn but is perfectly usable. Signs of wear can include aesthetic issues such as scratches, dents, worn and creased covers, folded page corners and minor liquid stains. All pages and the cover are intact, but the dust cover may be missing. Pages may include moderate to heavy amount of notes and highlighting, but the text is not obscured or unreadable. Page edges may have foxing age related spots and browning . May NOT include discs, access code or other supplemental materials.