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In the biopharmaceutical sector, new therapies are continually being developed and launched across various therapeutic areas. While there are many issues affecting a product launch, product characteristics such as differentiation, pricing and product benefits play an important role.
Best Practices ®, LLC undertook this study to highlight the differentiation, pricing and product benefit approaches that launch leaders think are most effective. The study also reviews issues surrounding a product's safety and efficacy profile to determine how much more effective or safe a new product needs to be to have a successful market entry in a competitive market. This study can be used by launch leaders to plan market entry strategies for their pipeline products.