Pharmaceutical launches represent years of research, development, and investment — but the commercial reality can be unforgiving. Even with groundbreaking science, many products struggle to achieve their market potential because of missteps that occur in the final stages before and after launch.
Drawing on Sedulo Group’s experience supporting dozens of life sciences clients through successful launches, we’ve identified five pitfalls that most commonly derail launch performance, and how to avoid them.
Pitfall 1: Weak Differentiation
A clear, compelling value proposition is non-negotiable. If the product’s clinical profile does not stand out in a way that matters to healthcare providers (HCPs), payers, or patients, it risks being seen as interchangeable with existing therapies.
Avoid it by:
- Engaging stakeholders early to understand what drives prescribing or coverage decisions in your category.
- Using these insights to shape your Target Product Profile (TPP) and post-approval messaging.
- Reinforcing differentiation through consistent communications across all channels.
Pitfall 2: Insufficient Market Access Preparation
Market access is often treated as a post-approval hurdle — but by then, it may be too late to secure optimal positioning. Payers are increasingly demanding robust economic and clinical evidence to justify coverage and preferred placement.
Avoid it by:
- Engaging payers and market access advisors well before launch.
- Generating real-world evidence and health economics data that address payer priorities.
- Anticipating potential restrictions and planning mitigation strategies in advance.
Pitfall 3: Overlooking Competitive Counter-Moves
Competitors will not stand still while you launch. Whether it’s a pricing adjustment, new indication approval, or intensified sales activity, these moves can significantly disrupt your launch trajectory if unanticipated.
Avoid it by:
- Implementing proactive competitive intelligence (CI) programs that identify likely competitor actions.
- Holding cross-functional scenario planning workshops to prepare counter-responses.
- Monitoring early prescription data to identify shifts in competitor behavior quickly.
Pitfall 4: Misaligned Internal Teams
Even with a strong product and strategy, execution falters when commercial, medical affairs, and market access teams are not fully aligned on goals, messaging, and tactics.
Avoid it by:
- Establishing clear launch governance structures with defined roles and responsibilities.
- Holding regular cross-functional meetings to share market and competitive updates.
- Creating a unified playbook that ensures all external communications reinforce the same value proposition.
Pitfall 5: Neglecting the Post-Launch Feedback Loop
The launch moment is only the start. Without real-time monitoring and adaptation, you risk missing early warning signs of underperformance — or opportunities to accelerate uptake.
Avoid it by:
- Implementing real-time performance dashboards for sales, access, and competitor activity.
- Gathering qualitative feedback from field teams, HCPs, and payers.
- Making fast, evidence-based adjustments to tactics when early results fall short of expectations.
Case Example: Proactive Pitfall Avoidance in Practice
A global pharmaceutical company preparing to launch in the oncology space engaged Sedulo Group to identify potential launch risks. Through early market access engagement, CI scenario planning, and internal alignment workshops, they:
- Secured preferred formulary status with three top payers before launch.
- Pre-empted a competitor’s anticipated label expansion with targeted KOL outreach.
- Achieved internal message consistency that boosted prescriber confidence.
The result was a launch that exceeded forecasted first-year sales by 18%.
Key Takeaways for Avoiding Pharma Launch Pitfalls
- Differentiate or risk commoditization — make your value proposition resonate with what matters most to decision-makers.
- Treat market access as a pre-launch priority — not a post-approval firefight.
- Plan for competitive counter-moves — because they are inevitable.
- Align your internal teams — execution thrives on clarity and coordination.
- Keep adapting after launch — agility in response to early performance is essential for sustained success.
The Sedulo Perspective
Avoiding these pitfalls is less about avoiding mistakes entirely and more about anticipating them before they happen. By embedding competitive intelligence and market insights into every stage of launch planning, you can minimize risk, optimize early performance, and build a foundation for long-term success.
Are you ready to avoid the most common launch pitfalls? Download Sedulo Group’s Insights-Driven Launch Planning white paper to learn how to proactively address risks and maximize your product’s commercial success.