PharmExec.com published a study in 2020 of 25 first commercial launches. 48% of them missed their first year forecast for sales (<70% of forecast). Almost a third of them outperformed (>130% of forecast). Outperformers started commercial planning more than 2 years ahead of approval and typically spent more on SG&A.
Market Shaping and Staffing Commercial Pre-Launch
Market Shaping and Staffing Commercial…
Market Shaping and Staffing Commercial Pre-Launch
PharmExec.com published a study in 2020 of 25 first commercial launches. 48% of them missed their first year forecast for sales (<70% of forecast). Almost a third of them outperformed (>130% of forecast). Outperformers started commercial planning more than 2 years ahead of approval and typically spent more on SG&A.