The State of Product Launch During and Post COVID-19

The performance of first-to-launch pharma and biotech companies in the U.S. from 2016-2018 challenges long-held beliefs in the industry and illustrates new standards and best practices for product launches. Just over 50% of the analyzed products met or exceeded forecasted expectations in contrast to 40% of all drugs launched from 2011-2015.

These overperformers pave the way to a new understanding of launch approaches. From an investment perspective, the data demonstrates that investing earlier positions companies for success, allowing them to reduce investment on the backend and drive profitability. From a launch timing perspective, being ready to launch is more critical than launching early, as this allows companies to ensure the market is properly prepared for the launch, the product is available across relevant channels, field teams are properly trained and deployed, and marketing efforts are well underway.

The analysis illustrates that launching requires a longer-term strategy and precise planning to time market entry when the conditions are right and the organization is ready for the product to succeed.


  • Eduardo Schur, Partner and Global Leader, Life Sciences, Guidehouse
  • Maya Desai, Director, Life Sciences, Guidehouse
  • Justin Zamirowski, Chief Commercial Officer, Better Therapeutics
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