As the complexity and investment for successfully marketing a prescription drug or biologic rises, many companies seek to de-risk their commercialization effort by joining forces with a partner biopharma company. Co-promotions are becoming increasingly common in the biopharma industry, yet challenges can arise when companies are misaligned on goals and strategies. RxC International explores current co-promotion best practices derived from the authors' extensive real-world experience.
Co-Promotion Articles and Other Resources
- Optimizing Co-Promotion Effectiveness: Co-promotional agreements require careful consideration of several key strategic and operational issues in order to achieve optimal effectiveness.
9 Common Challenges for Existing Co-Promotions: Successfully optimizing co-promotional agreements relies upon governance, brand management, and performance management. Yet, despite good intentions from each party, challenges can arise in a co-promotional agreement that threaten its longevity and overall success.