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Archetyping: Rethinking go-to-market expectations to drive commercial success

Matt Bolton, Head of Consulting and Mitchell Cooke, Senior Strategy Director | 9/26/2023

In this white paper, our consultants analyze trends spanning global policy developments, rising inflation, and increasingly complex customer journeys, and reveal a new data-driven approach to archetyping that crystalizes the implications for products and portfolios across the development life cycle.

It is no secret that drug development and commercialization is a lengthy, complex, and costly process entrenched with a high degree of uncertainty.

Today, the industry is navigating one of the most complex environments yet as it tackles a number of challenges and risks, including more limited access to and the increasing cost of capital; regulatory and policy changes that are leading to declining reimbursement, more complex access pathways and shorter exclusivity time in market; and slower sales growth leading to declining profitability. These trends are compounding an already challenging landscape to develop and market products successfully.

The market is evolving in ways that are rendering traditional approaches to launch and commercialization no longer tenable or fit for purpose. In this white paper, our consultants explain how biopharmaceutical leaders can navigate the current macroeconomic trends through a bespoke approach to archetyping. The frameworks provided will drive an understanding of which tailored launch and commercialization approach is right for the business and product, uncovering clarity and efficiencies across teams, and helping you to realize the product’s full potential. This more tailored approach to launch and commercialization comprises a fundamental rethink of go-to-market expectations and the optimal delivery models to maximize commercial success.

Read on to learn about:

  • The macroeconomic and macrostrategic trends impacting commercialization today, including global policy developments, rising inflation, and increasingly complex customer journeys
  • How the biopharmaceutical industry is refocusing and restructuring in response to these trends
  • An in-depth introduction to archetypes: The foundation of a tailored commercial strategy for the modern market
  • Our two-step archetyping assessment framework to help you robustly define and deliver commercial success for your product


Read more

Complete the form to receive a copy of Archetyping: Rethinking go-to-market expectations to drive commercial success.

Download the report

In October 2023, Fishawack Health rebranded to Avalere Health, unifying our organization under a single team and vision to faster connect patients with life-enhancing therapies.

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