Ipsos Releases Guide for Pharma Brands on Winning in Competitive Markets

Market research firm Ipsos has published comprehensive guidance for pharmaceutical companies aiming to succeed in increasingly crowded markets. The insights are particularly aimed at "challenger brands" – new drug products facing hurdles such as late market entry, limited differentiation, and restricted marketing budgets.

The guidance, stemming from a panel discussion and a white paper, outlines strategies for these brands to gain attention and achieve success. Key topics explored include the factors that contribute to success for "challenger brands" versus those that falter, how to achieve notice in a competitive landscape with scarce distinguishing data, and how organizations with limited infrastructure and funding can still launch effectively.

Emphasis is placed on the effective allocation of limited resources to generate impact. The panel comprised Ipsos specialists and industry leaders from Novartis, Eisai, Ascendis Pharma, and 4M Therapeutics, who shared practical insights on resource management and building market presence.

The rapid advancements in the pharmaceutical sector, including the rise of biologics, targeted therapies, and gene therapies, have resulted in a wide array of treatment options for patients and healthcare providers. This makes it difficult for new drugs to gain notice, underscoring the need for deliberate strategies to establish a market position.