Beyond approval - common pitfalls preventing successful launches

Earnings season is in full swing and many pharma and medtech companies announced launches of new, exciting products for prevention, diagnosis, or treatment of diseases.

Bringing a new product to market is a huge milestone, but let's be honest, regulatory approval is just the starting gun. We've all seen brilliant products stumble, not for lack of efficacy, but due to avoidable missteps.

Curious what those are? Let's dive in.

Pitfall 1: Thinking market access is just paperwork

Nearly 50% of new drugs flop commercially because they don’t secure the right reimbursement or access in time.

✅ Fix it: Start talking to payers, HTA bodies, and prescribers before launch. Nail down pricing, health economics, and real-world impact early—because if the system won’t pay, your product won’t play.

Pitfall 2: Copy-pasting your commercial strategy across markets

60% of successful launches have a well-thought-out, localised strategy. The rest? They try a one-size-fits-all approach and wonder why it doesn’t work.

✅ Fix it: What works in Germany won’t necessarily work in the UK. The NHS is a different beast from private-heavy markets. Understand how doctors prescribe, how hospitals buy, and how patients access treatment in each region.

Pitfall 3: Thinking HCPs are your only audience

75% of doctors say they’re more likely to prescribe if they see a clear patient benefit AND system-wide impact.

✅ Fix it: Don’t just convince doctors—get patients, advocacy groups, and payers on board. Show how your product fits into real-world care pathways and improves outcomes.

Bottom line: A strong launch needs more than just a great product

Launching a pharmaceutical or medtech product is a marathon, not a sprint. It requires a deep understanding of the healthcare landscape, a commitment to collaboration, and a relentless focus on patient needs.

Don't let your ground-breaking innovation fall short due to avoidable missteps.

First published on LinkedIn