Commercialization Challenges
Developing a drug, from an initial concept in a laboratory all the way to the hands of patients, is a monumental undertaking involving decades of research and testing, and billions of dollars. The potential for a catastrophic setback during the discovery, development, preclinical, clinical, and FDA review stages of a new product’s lifecycle make the commercialization stage that much more rewarding, and important.
As a new product is finally introduced to the public during the commercialization stage, much of the potential for success or failure lies in the hands of the manufacturer. Though marketing and sales personnel play a vital role in bringing a new drug to market, quality, uninterrupted production is undeniably the most important piece of a successful product launch. The reputation of the drug and the company providing it are particularly vulnerable during the introductory period. Thanks to the proliferation of media, quality control and supply failures are now public information.
