The likelihood of a high-performing drug launch is approximately one in three, meaning that two-thirds of drug launches fall short of expectations. Capturing the full potential of a launch requires that we begin with the end in mind. This means anticipating and planning for potential hurdles to reimbursement raised not only by regulators but also payers, physicians and patients themselves. In this article, Alastair MacDonald from Syneos Health explains that those who invest in learning new clinical data (EHR discrete and narrative) and new technologies (natural language processing and AI) to enhance their businesses are the most likely to get ahead.

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