Mundipharma identifies barriers to market access, offers solutions

A research paper sponsored by UK-based Mundipharma International together with the University of Cambridge Judge Business School analyses the commercial and strategic reasons for market failures in the pharmaceutical industry.

The document, which explains that a quarter of drug failures in Phase II and Phase III can be attributed to economic, behavioral or organizational factors, seeks to provide a framework to overcome these challenges.

On the economic factor, the authors stress the importance of: “A customer-driven mentality with a focus on the end goal of commercial success,” and “a decision-making process that will filter products that don’t meet the customer’s needs.”