Development Strategy

Development Strategy for Early-Stage Assets: The Commercial-Clinical Handshake

March 19th, 2024
11 a.m. EDT

Product development from translation to registration has become increasingly more difficult and costly. Ambitions are high but success rates are low. If development is a tough path, commercialization is even harder. In 2022, the average year one sales per branded product were a mere $65MM. In 2021, 45% of all prescriptions were rejected or blocked. To realize an asset’s full potential and differentiate it from the competition, it takes a strategy built with a multi-disciplinary approach that recognizes the needs of Patients, Healthcare Practitioners, and Payers early in development.

This webinar will discuss the importance of incorporating the commercial voice early in the development process. It will focus on the need to create a handshake between commercial and clinical on the key attributes of an asset, the importance of developing a meaningful Target Product Profile (TPP), and the evolving nature of the commercial landscape.

Topics will include:

  • Product development strategy should start with the end in mind.
  • Three voices, three customers. The importance of incorporating Patient, Healthcare Practitioner, and Payer needs early. One customer is not more important than the other.
  • Target Product Profile development is a multi-disciplinary team sport.


William Bainbridge
Senior Director, Commercial Strategy
Premier Consulting