Key Takeaways
- Commercial questions exist during development—not only after approval.
- Endpoints, evidence and trial design can strengthen or weaken future adoption and access.
- Waiting until Phase III to introduce commercial thinking often reduces strategic options.
- The goal is not premature marketing; it is better development decisions.
One of the most consequential misunderstandings in emerging biotechnology is that commercialization begins when the commercial organization is hired.
In my experience, that framing arrives too late.
Clinical development decisions already shape positioning, physician confidence, payer evidence, patient identification and the feasibility of launch. Commercialization should therefore influence development—not as promotional interference, but as a disciplined set of questions about how an innovative therapy will reach patients.
Executive opinion paper
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About Joseph McCoy
Joseph McCoy is Founder and Principal Consultant of PharmaKonsult and an executive commercial strategy advisor with more than three decades of pharmaceutical and biotechnology commercial leadership experience across neuroscience, rare disease, endocrinology, institutional healthcare and specialty pharmaceuticals.
