RESEARCH TRIANGLE PARK, NC--(Marketwired - May 10, 2017) - Emerging markets such as Brazil and India are becoming common second wave targets for pharmaceutical product launches, according to a recent study by industry intelligence firm Cutting Edge Information.

The study, Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, found that when compared with data collected in 2012, the newest finding shows an increase in the percentage of companies targeting Brazil, Russia, India, and China (BRIC) in their second wave. Brazil and Russia have shown an increase of 53% and 2% respectively, and from India's 36% increase to China's 26% increase, the BRIC markets have become earlier targets in pharmaceutical launch sequences.

Second wave launches in China and India have gone up significantly since 2012, marking the increased investment in those markets. This change comes as the access picture in these markets remains complicated. China is still a difficult market to penetrate outside of urban centers, and India presents unique licensing challenges for high-priced products. That being said, the patient populations in these countries represent a significant untapped marketplace for many products, and manufacturers are eager to achieve access to these populations.

"As companies move forward in setting launch sequences, they should look closely to see if moving a BRIC country from later waves to a second or third wave position could represent a worthwhile market access decision," said Adam Bianchi, senior director of research at Cutting Edge Information. "In an increasingly cost-sensitive environment, small adjustments to launch sequences can result in a significant impact on revenue and overall market access."

The study also revealed that Germany, the UK, and Italy have all increased significantly in first wave popularity. Other European markets (specifically Spain and France) show modest increases in the percentage of companies launching there in the first wave. Among surveyed companies, countries such as Russia and Brazil are now much less common first wave launches than in 2012.

Pharmaceutical Product Launch Sequencing: Maximizing Revenue and Achieving Global Market Access, available at, guides drug companies on how to maximize their margins when launching new pharmaceutical products around the world. The study identifies key trends in how companies approach launch sequences and what drives decision making among internal and external stakeholders. Some of the best practices and key initiatives covered in the report include:

  • Cross-functional coordination to support successful launch sequencing within the organization
  • Providing important regulatory and market guidance to shape the product launch.
  • Developing launch sequences and using tools -- such as computerized optimizers and payer research -- to make informed launch decisions.
  • Determining a product's launch cascade, outlining the various stages at which the company will bring the product to new countries/markets.
  • Identifying the factors that influence each particular market, as well as year-over-year trends in key markets.

To find out more about launch sequencing and other pharmaceutical benchmarking research, please download the brochure at

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Contact Information:

Elio Evangelista
Senior Director of Commercialization
Cutting Edge Information