You Have a Product – Now What? Checklist of Key Considerations for an Effective Commercial Strategy
Whether a sponsor develops a new product or plans to license an exciting new asset developed somewhere else, commercial success or failure will depend on its understanding of the market and ability to develop an effective commercial strategy. The product may be based on an elegant and compelling scientific premise, but if it does not provide a set of benefits that could change current behaviors, or if it is not accessible to patients, it might be best to consider alternatives.
Fortunately, there are questions sponsors can ask to ensure they have the best chance to develop an asset with commercial potential.