Topic series ／ Market Assessment & Strategy

[Which Market] Should We Go?

A big market doesn't mean you can get in, and getting in doesn't mean it's worth it. This series covers the trade-offs between product, market, and company capabilities.

  • Who needs it?
  • How do we get in?
  • Can we deliver?
Start with: assess before you act
01Frame the business questionClinical results are not commercial value
Got a great new drug? Don’t go chasing the biggest market just yet!Start with the right questionRead →
02Compare markets & opportunitiesAssess first, then act
Don't Waste Your Bullets: Why Market Assessment Trumps Immediate ActionAssessment disciplineRead →Generic Drug Made, Now What? Which Overseas Market Should BD Enter First?A concrete selection caseRead →
ComingChoosing an overseas drug market: one table for price, competition, regulation, and channels
ComingUsing TAM, SAM, and SOM for drug markets
03Check operational feasibilityDoes the market fit what your company can do?
Big Markets Don’t Guarantee Business Survival — Operating Models DoConnecting the market to how your company runsRead →
ComingHow much market research is enough? Making a go/no-go call
ComingChoosing the first of three candidate markets: a full assessment case
Perspective | The limits of market thinking

When I Said “Let the Market Drive Research,” Why Did It Upset a Scientist?

Exploratory research and translational development have different goals. When should market thinking step in, and when should it step back?

Read →

Latest in this series

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