Biologics have transformed healthcare over the last two decades, offering highly targeted treatments for oncology, autoimmune, and rare diseases. But bringing a biologic from lab to market is rarely straightforward—especially in emerging markets, where healthcare systems vary widely in infrastructure, regulation, and affordability.
At SouthBridge Advisory, we have been directly involved in global biologics launches across 21 markets, including building and scaling a $75M biosimilars business. Along the way, we’ve identified critical lessons that determine the difference between a successful launch and a missed opportunity.
1. Launch Readiness Requires Cross-Functional Alignment
A biologic launch involves far more than sales and marketing. Success depends on aligning regulatory, medical affairs, supply chain, and commercial teams behind a unified go-to-market framework.
Companies that invest early in launch readiness dashboards—tracking both leading and lagging indicators—can identify gaps quickly and avoid costly delays.
2. Pricing and Access Must Be Market-Specific
Global pricing models often fail in emerging markets, where affordability and payer capacity differ dramatically. Biologics companies must adapt through tiered pricing models, risk-sharing agreements, and localized access strategies that expand reach without undermining commercial goals.
Our experience shows that tailoring access models for LMICs can expand patient reach by up to 30%, while maintaining business viability.
3. Building Clinical Advocacy is Critical
Without strong physician and hospital advocacy, biologics struggle to gain traction—even after approval. Early and consistent Key Opinion Leader (KOL) engagement, faculty development programs, and medical education initiatives create the clinical trust required for adoption.
Companies that build advocacy networks before launch often see faster uptake and sustained market presence.
4. Branding and Positioning Shape Market Perception
In highly competitive therapy areas, brand identity matters. Partnering with global branding agencies while ensuring regulatory compliance and cultural fit can establish a strong brand recall among both physicians and patients.
Effective branding creates differentiation not just from innovators, but also from other biosimilars.
5. Adaptability is Non-Negotiable
Every market behaves differently. A strategy that succeeds in Latin America may not work in Southeast Asia. Companies that remain agile—adapting commercial tactics, channel strategies, and messaging to local dynamics—are better positioned for long-term growth.
The Path Forward
Biologics remain one of the fastest-growing sectors in global healthcare, but success depends on deep market insights, adaptable strategies, and flawless execution. For companies entering emerging markets, the ability to bridge global expertise with local realities will define outcomes.
At SouthBridge Advisory, we integrate end-to-end commercialization expertise with hands-on market execution, ensuring biologics not only launch but thrive across geographies.
Conclusion
Go-to-market success in biologics requires more than a launch plan—it demands cross-functional readiness, patient access strategies, physician advocacy, and adaptability. By applying lessons learned from global launches, biopharma companies can transform promising therapies into sustainable healthcare solutions.
