Launching a new medicine has never been more challenging. Rising development costs, increasing pricing scrutiny, longer development timelines and growing pressure on healthcare budgets are reshaping the commercial environment for pharmaceutical companies. In this landscape, pricing decisions made early in development can have lasting consequences throughout a product’s lifecycle.

This presentation, showcased at World EPA Congress, explores how forecasting and analytics can support pricing excellence from launch through to loss of exclusivity. It demonstrates how robust commercial modelling, scenario planning and lifecycle forecasting enable organisations to protect product value, respond to changing market dynamics and make more confident strategic decisions. 

Rather than viewing pricing as a single launch event, the paper advocates a lifecycle approach, one that continuously integrates market evidence, competitive intelligence and commercial analytics to inform decision-making. It considers how pharmaceutical companies can anticipate future pricing pressures, optimise launch sequencing and strengthen long-term commercial performance in an increasingly uncertain environment.

For pricing, market access and commercial teams, the presentation provides practical perspectives on using data more effectively to support strategic decision-making. It also reflects broader industry trends that are making forecasting capabilities increasingly central to successful product commercialisation.

Whether you’re preparing for launch or managing an established brand, this paper offers valuable insights into how pricing analytics can improve both strategic planning and commercial outcomes.  

Download the full presentation to explore practical approaches to forecasting, pricing excellence and lifecycle value optimisation.