The orthodox thinking for commercialising pharmaceuticals is that the sales trend established in the first six months post-launch determines the product’s performance in the long-term. For those accountable for on-market products, this can be dispiriting – what can I do to ‘beat the trend’ if the evidence says that it is impossible? In this paper we first discuss how this ‘Trend Orthodoxy’ stifles innovation and limits thinking. Then we describe how commercial leaders can create the habits that enable their organisations to consistently beat the trend for their products.
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We have worked collaboratively with Novasecta over many years across a range of strategic topics. I have particularly valued how they really understand and care about our business, and how they manage to apply their deep industry insights to our context. This has brought my Management Team and Board to clarity and alignment on practical strategic moves at important moments in our evolution as a company.Kjetil Hestdal