BayBio Therapeutic Area Series - First-to-Market: Bonus or Burden?
Sep. 24, 2009South San Francisco, CA
www.baybio.org/wt/home/First-to-Market
Description:
Emily Hua, Vice President, Brand Management Practice, will moderate a panel discussion on first-to-market strategies and key lessons learned.
Abstract:
First-to-market is an essential strategy for many companies given the bonus of considerable return on investment: the market leader status as well as a gain of market share. On the opposite side of this strategy are companies that prefer to follow in someone else’s footsteps with less financial burden and a greater potential for success. After all, quite a few of the first-to-market companies have crashed and burned. The road to the first product on the market is tumultuous: there is pressure from venture capitalists, scientific and technical challenges to overcome, plenty of unknowns about the market, the costs and the reimbursement issues, as well as a threat of competitors closely behind with a cheaper and better product. During this session, a panel of industry professionals will discuss both strategies and lessons learned.
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