Recent years have seen changes in the marketplace that have made successful new drug launches difficult to achieve. Many therapy areas are becoming hypercompetitive, with similar treatments jostling for position, and even those products with evidence of superior efficacy or better tolerability still have to overcome reimbursement hurdles. Pricing is now a global political issue, with payers – insurers, managed care organizations, and government agencies – prioritizing cost containment, with added price pressure provided by generics.

This Datamonitor Healthcare report contains a Strategy module.