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market with low unmet need must
shape the market;
• Emphasize the Difference:
Poorly differentiated products
entering a market with high unmet
need must emphasize what makes
them different; and
• Who Benefits?: Poorly differentiated products entering a market
with low unmet need must focus
on highlighting who will benefit
from the product.
First-time launches of the past 10
years are apportioned across the four
archetypes as shown in Figure 8.
The analysis reveals some interest-
ing findings on the choices that
emerging companies are making—
and the results they are seeing.
QuintilesIMS concluded that:
• The funding models for early-
vs. late-phase research/commer-
cialization are different. Venture
capitalists generally exit deals
at the end of Phase II, leaving
emerging companies with the
need to find new sources of
• For commercialization, more
emerging companies opt to go
it alone than to partner with a
large pharmaceutical company.
The split is approximately 60/40
between Going it Alone and
• In terms of first-year sales,
Going it Alone appears to be
more profitable for the originator than partnering. Going it
Alone produces twice as many
medium-sized companies in the
first year than does partnering.
This is true despite the emerging
company’s smaller promotional
• One of the main short-term
benefits of partnering may be in
negotiating with payers. Companies Going it Alone are more
likely to face payer high rejection
rates than those in partnerships.
• The long-term benefits of part-
nering were not explored in this
research, but logic suggests that
they might include support with
subsequent launches, ongoing
leverage with stakeholders, and
greater promotional muscle.
• Success for first-time launchers
hinges on having a high-value
product and access to capital. To
be successful, new products have
to offer patients better outcomes,
either in terms of fewer side effects, fewer hospitalizations, improved Quality of Life, increased
productivity, or longer survival.
There are ample examples of
successful launches under both
models—Going it Alone and
partnering. In general, successful first-time launches are high-value products that fall into the
QuintilesIMS Archetypes: Science Sells, Market Shaping and
Emphasize the Difference.
• The distribution of launches
across the four QuintilesIMS
archetypes was similar for Going
it Alone companies and those
with partners, with high-benefit
products accounting for about
60 percent of launches. This