By Franco Negron, President, Drug Product Services, Patheon
One of the most critical elements for a pharmaceutical company launching a new drug product is forecasting market demand. Countless variables, such as the competitive landscape, reimbursement, and market acceptance, influence and contribute to how well a drug performs on the market. The uncertainty surrounding these variables is compounded by the fact that any decisions about the drug development process must be made three to four years prior to launch, making this process, at best, a guessing game. With the cost of developing and gaining market approval for a new drug recently estimated at $2.6 billion1, this is a game no one wants to lose.