White paper
The Launch Decision Architecture
How decisions before launch shape commercial performance. The paper examines launch planning and includes the Launch Reality Report and its supporting dataset.
For teams preparing a launch and reviewing the decisions behind their commercial plan.
Our review of the 25 largest companies' disclosed pipelines identified 96 commercially significant launches planned for 2026, 2027 and 2028. Of those, 61 were planned for 2026. Many would need to reach the same prescribers and compete for their attention.
That makes it important to understand what HCPs need from each interaction. Adding representatives or sending more messages has limited value if the engagement does not help the clinician.
The paper examines decisions made in the 18 months before launch, including how teams plan customer engagement and assign responsibility. It sets out an approach to making those decisions. The accompanying Launch Reality Report compares projected and actual performance for launches between 2020 and 2025, with the supporting dataset available for review.
In the paper
- Our review of the 25 largest companies' disclosed pipelines identified 96 commercially significant launches planned for 2026 to 2028, including 61 in 2026.
- The Launch Reality Report compares projected and actual performance for launches between 2020 and 2025.
- The paper examines decisions made before the brand plan and how they affect launch preparation.
Read the full paper
Download the complete whitepaper and explore the analysis in detail.
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