Biopharma Should Focus On Product Iteration Over Product Launches

By Jessica Meng

In healthcare, product launches tend to take on a life of their own. The buildup, the planning, and the expectations all revolve around that single moment when a product finally reaches the market.

Many companies operate as if success is tied to a perfect launch. They spend years preparing, refining every detail, and anticipating rapid adoption. When the market responds differently than expected, they scramble. Without a strategy that allows for evolution, they struggle to pivot.

In reality, a launch isn’t the end of development. It’s just the first step in a long journey.

A more effective approach builds iteration into the commercialization process from the start. The companies that do this well avoid many of the missteps that slow down adoption and stall growth.

Plan For Iteration From The Start

Iteration doesn’t mean making changes randomly after launch. A strong strategy accounts for future improvements before a product ever reaches the market.

Think about how software companies operate. No one expects an app or a platform to be perfect on day one. Instead, users anticipate updates and new versions. Healthcare products can follow a similar approach by mapping out a path for future iterations.

Apple’s healthcare strategy is a prime example. When the Apple Watch launched in 2015, it focused on fitness tracking, but Apple had a roadmap for deeper healthcare integration. Over time, ECG capabilities, blood oxygen monitoring, and atrial fibrillation detection were added. Each update expanded its role in healthcare, proving that a phased approach can be highly effective.

Despite the clear benefits, many healthcare companies still operate as if a single product launch is enough. That mindset creates problems, especially in an industry where adoption curves are long and market needs shift.

The MVP Balancing Act

Deciding what to include in a first release is one of the toughest challenges. A product must be compelling enough to gain early adoption while remaining flexible enough to evolve. Launching too soon with an unfinished product risks damaging credibility. Waiting too long to perfect every detail delays entry and burns through resources.

A strong Minimum Viable Product (MVP) provides a foundation for further development. It isn’t a prototype — it’s a fully functional solution designed to meet an urgent market need while setting the stage for future improvements.

A McKinsey report found that nearly 50% of healthcare innovations fail to gain traction because companies focus on the initial launch rather than long-term adoption strategies. Successful companies avoid this by carefully balancing speed, functionality, and adaptability.

Dexcom, a leader in continuous glucose monitoring (CGM), illustrates this approach well. Its early CGM models required frequent calibrations and had short wear times. Over multiple iterations, Dexcom improved sensor longevity, wearability, and integration with smart devices. Instead of waiting to release a perfect product, the company launched a strong MVP and built on it, capturing over 60% of the U.S. CGM market in the process.

Setting The Right Expectations

The way a company approaches iteration directly influences how investors and customers perceive its success.

Investors expect a return, but healthcare products rarely see immediate adoption. Without a clear iteration roadmap, slow traction can appear as failure rather than part of the process. Customers, meanwhile, engage differently when they understand that improvements are coming. If a company positions a launch as an evolving solution rather than a finished product, it creates trust and anticipation instead of skepticism.

Moderna’s handling of its COVID-19 vaccine is another great example. Instead of treating its mRNA vaccine as a one-time breakthrough, Moderna framed it as part of a larger platform. This approach laid the groundwork for new applications, including booster shots, flu vaccines, and treatments for RSV. The company built momentum by communicating its long-term vision, keeping both investors and the public engaged.

Iteration Extends Beyond The Product

A strong iteration strategy affects more than just development. Pricing models, market positioning, and commercialization plans also evolve:

• Pricing models may need adjustments as a product expands into different market segments.
• Go-to-market approaches may begin with targeted groups before reaching a broader audience.
• Messaging and positioning shift based on real-world adoption and feedback.

Oncology drugs often follow this model. Treatments typically launch for late-stage patients first, where clinical outcomes are easier to measure. Once those results are established, companies expand indications to earlier stages of disease. This structured approach to iteration increases market adoption while reducing risk.

What Comes After The Launch?

Too many companies treat launch day as the final step rather than the beginning of a product’s real journey. A great launch sets the stage, but the real impact comes in the next phase.

Before releasing version 1.0, leadership teams should already have a clear plan for versions 1.1, 1.2, and beyond. This ensures continuous progress and prevents the panic that often follows unexpected market reactions.

Healthcare is an industry where longevity matters. The best products improve, adapt, and expand their reach. Companies that build iteration into their strategy from the start gain a competitive advantage, ensuring their solutions remain relevant over time.

A launch is an important milestone, but long-term success belongs to the companies that evolve.

About The Author:

Jessica Meng is the chief commercial officer at CareDx, and the former head of marketing for Avastin at Genentech.