Please login to the form below

Not currently logged in

Research shows no first-mover advantage for Pharma

Data have revealed that order of entry to market in the healthcare sector does not offer a first-mover advantage, as it does in other industries

Data from global healthcare market research specialist Synovate Healthcare have revealed that order of entry to market in the healthcare sector does not offer a first-mover advantage, as it does in other industries. 

On the contrary, on average market pioneers in healthcare fail to enjoy the same economic advantages as brands launched in third and fourth positions. In terms of usage, these brands outperform the market pioneer by 15 per cent during the initial 24 months post-launch.   

This non-conventional finding comes from the new Synovate Healthcare Launch Uptake Normative Database, which comprises 279 brands that entered the UK market between 1987 and 2006. It covers key metrics such as detailing reach and frequency, spontaneous brand awareness and brand prescribing (trial). 

The sample includes brands launched by big pharmaceutical firms as well as mid-size and small companies. Analysis is available by order of entry, select therapeutic classes and select companies, with normative monthly benchmarks available for the first two years post-launch.   

The Launch Uptake Normative Database is based on Synovate Healthcare's Jigsaw, the company's proprietary monitor of UK sales force effectiveness. Jigsaw collects information on promotional activity, product awareness, usage and reasons for drug choice, via a weekly self-administered questionnaire completed by a panel of 400 GPs.

7th August 2007


COVID-19 Updates and Daily News

Featured jobs


Add my company
Madmicrobe Studios

MadMicrobe is an award-winning team of animators and science experts creating photo real life-science animation content for the healthcare and...

Latest intelligence

Has the pandemic opened up a future of accelerated diagnosis and better care for rare disease patients?
The challenge with rare disease is in the name – it's rare, so awareness is limited and diagnosis hindered. Could a more virtual existence change this? A Medical Affairs viewpoint...
The other side of … blood cancer
To stay motivated for the fight, some patients need to feel like active players in the treatment journey, not passengers to every decision....
COVID clinical trial
COVID-19 – a catalyst for technology adoption in clinical trials
As the COVID-19 crisis disrupts clinical trials around the globe, it is also proving to be a catalyst that may transform its approach to trials for good...