Biopharma Product Strategy: Lessons from Over- and Under-performing Launches - Recon Strategy
Introduction It has become a truism in the pharmaceutical industry that new product performance is more often divergent from pre-launch forecasts than on target. In fact, less than 24% of major products (>$250M annual US sales expected or achieved by year 5 post-launch) launched in the 2014 – 2019 timeframe was within 30% of pre-launch […]| Recon Strategy
