Bringing a drug to market is harder than ever, and manufacturers continue to navigate a complex road to get therapies to patients. On average, manufacturers spend more than $125 million over the three years leading up to launch, yet two-thirds of drugs fail to meet launch expectations.
Optimizing product launches has never been more challenging or more vital. The challenges of stiff competition, a shift toward more specialty drugs with smaller patient populations, restricted physician access, and the growing influence of payers, make it essential for launch teams to be as strategic and efficient as possible.
Market access in oncology impacts HCP willingness to write the Rx, ability for the office staff to facilitate clearance of the prior authorizations to access the Rx, and patient affordability to start and stay on therapy over time. Particularly for patients and caregivers who are told they must enter battle with the diagnosis of a solid or squamous tumor type — avoiding delays to the initiation of therapy is vital to helping improve the chances of survival with a meaningful quality of life.
Fishawack Health welcomes an experienced executive who will foster business development partnerships to meet clients’ commercialization needs.
With several years of agency experience at the likes of DDB and RAPP, the latter for which she held project management roles and worked with clients like the U.S. Army, Bertolini has always had a knack for taking on many roles and the opportunity for plenty of cross-collaboration.
The companies will collaborate on a dynamic patient journey visualization and analytics solution that leverages Real Chemistry’s robust AI and analytics engines. The new offering will make it easy for clients to access accurate, contextual insights and visualize the process patients go through from diagnosis to treatment to better understand access, affordability and adherence to treatments.
Unlike their Big Pharma cousins, most start-ups just don’t have the same level of launch experience, and they also lack much of the key infrastructure taken for granted in the top ten organizations; and of course launch revenue is critical for a fledgling company.
Whether you’re an oncologist directing cancer care, or a health creative communicating science, the most consequential decisions are always human. Tech brainpower can inform our choices, but it takes empathy and real-world understanding to figure out what works best. And the question of how health can maximize AI continues to stoke debate.
Syneos Health has promoted seasoned talent to lead creative expression and strategy in communications that drive positive health outcomes.
Nearly two million people are living with moderate to severe plaque psoriasis in the U.S., but patients often face stigma and feel misunderstood by those around them.
