Unlocking Your Full North American Potential: Coordinating Launches In The U.S. And Canada

By Deborah Brown, Lead, Strategic Partnerships, Canadian Advisory Services; Ryan H. Brown, Principal, Canadian Advisory Services; Kerem Can Alp, Manager, Commercial Strategy; Adam Hardy, Senior Vice President, Commercial Operations; Charles Pirraglia, General Manager, Canadian Advisory Services, EVERSANA

While a large number of pharmaceutical launches follow the convention of launching in the U.S. market first and then expanding to other countries, this strategy is often not the best way to maximize a product’s market potential. There is a misconception that a synchronized launch in multiple countries is difficult to orchestrate successfully.

Considering North America as a whole and aiming for a parallel launch in the U.S. and Canada is a more efficacious strategy that can reduce costs through cross-border synergies while maximizing the time on the market in both countries before patent expiration. Explore the benefits and misconceptions of a coordinated launch across North America as well as how an integrated approach can increase patient access and optimize revenue potential.