In today’s cost-constrained healthcare markets, winning payer reimbursement for newly approved products has become increasingly challenging. And even if a drug wins reimbursement, there are no guarantees it will succeed in the market.
However promising a product might appear, if you do not have the right evidence early on (or if you fail to recognize that the data you do have are no longer relevant to key stakeholders), risks may actually be rising as market launch nears.
Commercial risk is so multifaceted that developers need a multifaceted strategy to cope with it, incorporating evidence generation, gated reviews and market analysis. While this will require more work, the return on the investment is high.