Commercialization

How commercial trade groups are shifting from distribution execution to strategic partners shaping market access, launch readiness and commercial performance.

Novo Nordisk’s complaint argues that Lilly's campaigns leave out information about the most effective injectable doses of Wegovy (semaglutide) and Ozempic (semaglutide), a dispute that could reshape how both companies compete for share in the GLP-1 market.

Ramarketing CEO Emma Banks revisits her "year of two halves" outlook, discussing whether 2026 has followed the same pattern and what she expects for H2.

Doceree launched Semmelweis, an AI model built for pharma commercialization, as drugmakers ramp up AI investment in marketing and sales operations.

The models pharma inherited were built for conditions that have changed. A look across the August issue at an industry redesigning itself.

Trutakna's FDA approval for IgAN highlights how patient support programs like TRU SUPPORT coordinate access and adoption in specialty drug launches.

As PBM pressure mounts and formulary bidding wars squeeze manufacturers, a direct access marketplace model offers drug makers a path to compete on efficacy, price and real-world outcomes.

Cash pay is re-emerging as biopharma brands rethink insurance barriers, patient access, and affordability in a fragmented payer market.

As cell and gene therapies move beyond ultra-rare disease indications into broader patient populations, the commercialization infrastructure built around them is due for a fundamental redesign.

Avalere Health analysts map the converging pressures reshaping the drug pricing and distribution landscape ahead of November.

Lilly’s $7B deal for Kelonia aims to turn complex cell therapy into a simple injection, bypassing the slow, costly lab work of current cancer treatments.

Kristine McGaughey, vice president of Implementation at ConnectiveRx, shares her insights on timing, strategy, and planning to ensure a smooth therapy launch.

In the first part of his Pharmaceutical Commerce interview, Jay Bregman, founder and CEO of Andel, discusses how employers are exploring direct-to-employer drug purchasing models that bypass traditional pathways.

The current rep model no longer fits. The rep of the future is a strategist, a data-enabled connector, and a trusted ally in improving patient care.

Esperion Therapeutics has entered into a definitive agreement to acquire Corstasis Therapeutics for $75 million upfront and up to $180 million in milestones, integrating Enbumys into its cardiovascular franchise.

The FDA granted accelerated approval to Boehringer Ingelheim’s Hernexeos for first-line HER2-mutant NSCLC following a 44-day review under the National Priority Voucher Program.

A policy change allowing approval of some new drugs based on one adequate and well-controlled study could accelerate development timelines, while raising questions about evidentiary standards and downstream supply chain planning.

The company’s latest preview report projects a guarded rebound for biopharma, as investor confidence returns and M&A activity accelerates.

In the second part of his Pharma Commerce video interview, Philip Sclafani, PwC’s pharmaceutical and life sciences lead, points out that a Medicaid spending tightens and ACA subsidies lapse, reduced public coverage is driving spillover effects—shifting costs to hospitals, employers, and commercial drug pricing in an increasingly interconnected healthcare market.

Bill Roth, general manager and managing partner of IntegriChain’s consulting business, previews his new six-part series by outlining how rising payer fragmentation, divergent cash and insurance models, and supply-chain constraints are reshaping brand strategy.

In a discussion on emerging channel strategies, Bill Roth, general manager and managing partner of IntegriChain’s consulting business, explains why DTP models must extend beyond simple cash-pay offerings—highlighting how packaging innovation, insurance-flow backups, and improved patient compliance could unlock new revenue, streamline access, and better reflect clinical outcomes.

As safety data grows in scale and complexity, AI-powered pharmacovigilance is emerging as a strategic imperative—helping drugmakers improve detection, reduce risk, and strengthen commercial performance.