Please login to the form below

Not currently logged in
Email:
Password:

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

Share

COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
Visformatics (VISFO)

A team of strategic decision specialists with over 30+ years in the pharma space, we give you confidence through experience....

Latest intelligence

Webinar:
Securing a future for telehealth with immersive market research insights...
Accelerating patient recruitment in clinical trials with the Clinical Enrolment Managers (CEMs)
How Innovative Trials' global Clinical Enrolment Managers (CEMs) give clinical trial sites the local touch...
Six ways to improve diversity in clinical trials
Diversity is becoming increasingly important as a focus of clinical trials. This whitepaper gives six approaches that could be implemented to help make diversity a bigger focus on your clinical...