RESEARCH TRIANGLE PARK, NC--(Marketwired - September 14, 2016) - A recent study found that 74% of surveyed drug companies market new products in the US during their first launch wave. During this same wave, only 20% of surveyed companies launch in all five major ex-US markets; a small portion (10%) launch in both the US and those ex-US countries.

However, during the second launch wave, 87% of surveyed drug manufacturers release products in the US, while 90% launch in all five major ex-US markets, and 80% of firms launch in the major Western markets.

The study, Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, published by Cutting Edge Information, also identifies the prototypical launch sequence for the majority of pharmaceutical companies. High revenue markets are prioritized with mid-range markets following in the second and third waves. However, individual products vary within this sequence as a result of their patient populations or regulatory approval time.

"Getting approval in major Western markets early and at high price points provides a solid base for subsequent launches in the process," said Adam Bianchi, senior director of research at Cutting Edge Information. "In addition, successful launches in high-price, high-population markets can provide an important boost in product revenue to support ongoing operations as later launch waves continue."

Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, available at, guides drug companies on how to maximize their margins when launching products around the world. The report identifies key trends in how companies approach launch sequences and what drives decision making among internal and external stakeholders. The report covers the following topics:

  • Cross-functional coordination of launch sequencing strategy
  • Important regulatory and market guidance to shape the product launches
  • Trends analysis of the tools drug companies are using to develop launch sequences
  • Prioritized countries that companies target at various stages of the launch sequence
  • Factors that influence each particular market in the launch sequence, as well as year-over-year trends in key markets.

For more information about Cutting Edge Information's market access products and services, visit

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Elio Evangelista
Senior Director of Commercialization
Cutting Edge Information