Launch Excellence in the Diabetes Market: Lessons from - IMS Health

WHITE PAPER | DIABETES LAUNCH EXCELLENCE
CONCLUSION
The diabetes market is the single large, predominantly primary-care therapy
area that IMS forecasts will continue to out-perform the pharmaceutical
market as a whole. Accordingly, the success of launches into this market are
of huge importance to many major pharmaceutical companies, and to the
health of the research-based pharmaceutical industry as a whole. Of the many
products in development for Type II Diabetes, only a handful will enjoy firstmover
advantage. That does not mean, however, that every other product
need be an “also ran.” As we’ve seen with the DPP-IV inhibitors, it is possible,
with the right strategy, timing, and resources, to enjoy strong market
performance even as a later entrant.
This point in time—with several major launches completed, but a number still
on the way—is an ideal time to review and reflect upon past experience and
ask what learnings can be applied to improve future diabetes launches. As the
Spanish-American philosopher George Santayana said: “Those who cannot
remember the past are condemned to repeat it.”
For further information, please contact Sarah Rickwood or Carolyn Gauntlett
SRickwood@uk.imshealth.com CGauntlett@uk.imshealth.com
+44 (0)20 3075 5322
www.imshealth.com
We gratefully acknowledge the contributions of James Harris to the development of this white paper
IMS HEALTH | LAUNCH EXCELLENCE IN THE DIABETES MARKET 10