The Seven Deadly Sins of Product Launches

By Stan Bernard

The pharma world is currently composed of the “haves” and the “have nots.”

• The haves recognize that the industry has transitioned from the Commercialization Stage (“Pharma 1.0”) to the Competitive Stage (“Pharma 2.0”) of its lifecycle and have adopted dramatically new and different ways to win. 


• The have-nots continue to compete the same old way, effectively using yesterday’s battle plans and approaches to try to win today’s brand wars. 

Nowhere is this more evident than in product launches. In my experience as a competition consultant, I work with companies and brand teams who consistently launch blockbuster products by leveraging Product Launch 2.0 approaches. Unfortunately, I also witness many other companies who repeatedly make the same launch mistakes. 

Here is what I refer to as the “Seven Deadly Sins of Product Launches.”

Stan Bernard MD, MBA is President of Bernard Associates, LLC, a leading global pharmaceutical industry competition consulting firm. He is also a member of Pharm Exec’s EAB Board. He can be reached at SBernardMD @BernardAssociatesLL C.com