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Successful Launches in Europe: Complex, but Not Complicated?

Europe represents a major pharmaceutical market – it accounts for 22% of the global market, second only to the U.S. in terms of market size and has a large population of over 500 million. Understandably, pharmaceutical and biotechnology companies looking to maximise their revenue consider Europe to be a key focus[1]. Indeed, looking at first-time drug launches by biotech companies, between 2010 and 2020, two-thirds of U.S. launches were followed by launches in other countries[2].

Reasons Why Companies are Focusing on Europe

Our paper, “Successful Launches in Europe: Complex but Not Complicated,” discusses the challenges and opportunities associated with launching a pharmaceutical product in Europe. This paper emphasizes the need for pharmaceutical companies to adopt a comprehensive and strategic approach to launch planning, with a focus on understanding the diverse needs and regulations of different European markets. It also discusses the importance of building strong partnerships with key stakeholders, including healthcare professionals, patient advocacy groups, and payers. The article highlights the role of market access in the success of a launch, and provides insights on how companies can navigate the complex pricing and reimbursement systems in Europe. Finally, the paper discusses the potential of digital technologies to support launch planning and execution, including the use of data analytics to inform decision-making and improve patient outcomes.

[1] “Spending Wisely in Europe”, Carroll, Xu & Sanchez; Trinity (2019)
[2] “Establishing the Patient Access Mission During Clinical Development”,

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Adam Hardy
Senior Vice President, Commercial Operations

Adam Hardy is a leader in the pharmaceutical industry, having worked in the industry for over 15 years in both European and US-based organizations. This experience includes working in all phases of pharmaceutical R&D,…

Ashley Cox headshot
Partner, Head of Europe

Ashley comes to EVERSANA as Partner, Head of Europe, from SmartAnalyst where she was Head of European Business Development. In this role, she led business development activities across Europe, with a focus on developing…

Mike Ryan
Executive Vice President, Europe

With more than 25 years of experience in the life science industry, Mike has held global leadership positions in both clinical development and life-sciences software companies. Given this experience, he is highly experienced in…

headshot of Kerem Can Alp
Kerem Can Alp
Product Manager, Commercial

Kerem has over a decade of experience in the pharmaceutical industry, having worked in various capacities within European and US-based organizations. Throughout his career, he has held key roles in business development and strategy,…