ZS research found that around 40% of global pharmaceutical therapy launches from 2015-2020 failed to meet analyst consensus expectations, and COVID-19 has accelerated this trend. We also found that from 2019-2021, 53% of U.S. launches underperformed across organizations, therapeutic categories and asset types. This is important context for pharma companies in Europe and around the world, as the majority of therapies launch in the U.S.
This ZS white paper examines why launches fail and how pharmaceutical companies can prevent them by honestly and accurately assessing their new products. We found that many companies believe their product will be either first-in-class or best-in-class, despite both of these titles being difficult to achieve and even more challenging to retain. Determining how much you should invest in a launch hinges on realistically judging if your product meets a perceived unmet need or advances standards of care.
The infographic here details how you can use our new framework to accurately evaluate your product and avoid an over- or under-optimistic assessment that could potentially cost your company billions in the long run.