Predicting Commercial Success, Not Revisiting the Past

The pharmaceutical industry is facing increased pressure to improve its performance and efficiency as the challenges of an increasingly dynamic and complex marketplace have conspired to erode the robust sales and profit growth of the 1990s. Marketers' measurement tools often don't help them improve productivity because they track past performance of existing programs. Rather, marketers need tools to help them predict which programs will be the most effective in the future. Marketers should combine refined adoption funnels and more sophisticated segmentation, to help identify factors that drive key physician segments to prescribe.

By Sumit Aggarwal, John Forsyth, Rajesh Garg, and Ian St-Maurice

The pharmaceutical industry is facing increased pressure to improve its performance and efficiency as the challenges of an increasingly dynamic...

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on In Vivo for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required

More from Archive

Final Chance To Have Your Say: Take Our Reader Survey This Week

 

Editor’s note: This is your final call to participate in the survey to better understand our subscribers’ content and delivery needs. The deadline is 20 September.

Early Development Deals: Ipsen's Strategy For Biomarker-Driven Success

 

Mary Jane Hinrichs, Ipsen’s head of early development, talks to In Vivo about getting ahead of the competition by securing deals for candidates before they enter Phase I trials.   

Shape Our Content: Take The Reader Survey

 

Editor’s note: We are conducting a survey to better understand our subscribers’ content and delivery needs. If there are any changes you’d like to see in the coverage topics, content format or the method in which you receive and access In Vivo, or if you love it how it is, now is the time to have your voice heard.

In Partnership with Cerba Research

Prioritizing Safety in CAR-T Therapy: Patient Monitoring with Cerba Research’s Testing Portfolio

The cell and gene therapy (CGT) clinical trial landscape in general and CAR-T cell clinical trials in particular are a special focus for the FDA, EMA, and other regulatory agencies. The whole industry is thus aware of the recent FDA safety investigation and requirements for labeling CAR therapy products.

More from In Vivo

EU Medtech Outlook: The View From MedTech Europe Experts

 
• By 

MedTech Forum 2025 was less MDR-focused than in previous years, as macro issues and exogenous threats were forced further into the center of medtech business thinking.

‘Confident In Lorundrostat’s Promise’: Mineralys CEO Talks Trials And Next Steps

 

In a conversation with In Vivo, CEO Jon Congleton discusses Mineralys’s data-rich journey toward an NDA filing, the significance of recent trial wins and how its candidate may offer a dual benefit in blood pressure and renal protection.

BioBytes: Qubit Pharmaceuticals Unveils Quantum AI Model For Drug Discovery

 
• By 

Qubit Pharmaceuticals and Sorbonne University launched a quantum AI model that could slash drug synthesis requirements and enable exploration of previously undruggable targets.