Brave New World of Specialty Care: Launching New Products & Competing Successfully In Specialty Markets

The revolution in specialty medicines has transformed the commercial healthcare marketplace.

Monoclonal antibodies, kinase inhibitors, and other new biologics have transformed the world of targeted therapeutics. This bio-revolution has had a ripple effect in the commercial market. Now the largest brands and blockbuster launches are frequently specialty medicines. How new specialty products launch, size themselves, price, and compete in multiple indications across therapeutic areas is very different than old-world primary care products. This brave new world of specialty medicines introduces new opportunities and perils. Payers scrutinize these higher-priced products — challenging them and demanding more rigorous health outcomes before embracing them. This presentation will share case examples of success, failure, and lessons learned from Best Practices®, LLC’s benchmarking field work probing Specialty Care products. This talk will spotlight key findings from recent studies examining differences in new product planning, launch, brand building and portfolio management for specialty products. The speaker will share field insights, critical pitfalls to avoid, and other case study observations valuable for intelligence professionals in small, mid-cap and large companies.