New research finds that 50 percent of pharmaceutical companies prefer to launch new products in the U.S. before any other market.
Half of the drug manufacturers profiled in a new Cutting Edge Information study target the United States as their primary country to launch new products, followed by Germany (31 percent) and the United Kingdom (13 percent). Drug companies have increasingly built global launch sequence strategies into their business plans. Not only do global launch sequences allow companies greater control over the profits, but they also directly impacts the success – or failure – of a product’s lifespan. A product launched at a low price in a reference country subsequently lowers the drug’s price elsewhere and can ultimately result in lost revenue.