European Biosimilar Launch: Go-To-Market Insights and Analysis

Objective

DelveInsight was engaged by a mid-sized pharmaceutical company headquartered in the United States to provide a comprehensive Go-To-Market (GTM) strategy assessment for their biosimilar portfolio in Europe. The client sought detailed insights into commercial processes, manufacturing operations, distribution networks, and competitor strategies to facilitate a successful product launch.

The primary goal was to leverage primary and secondary intelligence to identify opportunities, risks, and best practices for market entry and commercial success. This included evaluating competitor positioning, regulatory pathways, and logistical considerations across European markets.

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Problem Statement

The client, with established capabilities in biosimilar commercialization, was preparing to launch their portfolio in the European region. However, entering this market required a nuanced understanding of multiple factors that could influence the success of the launch:

• Competitive landscape: Identify EU-based competitors in the same biosimilar space and understand their market positioning.

• Manufacturing and logistics: Assess manufacturing sites, distribution networks, and partnerships to determine operational efficiency and scalability.

• Regulatory and market access: Understand country-specific pricing approvals, reimbursement processes, and launch requirements.

• Sales and promotional strategies: Evaluate salesforce deployment, marketing activities, and promotional tactics employed by competitors.

The client needed a comprehensive, evidence-based framework to guide decision-making, mitigate market risks, and prioritize high-opportunity geographies.

Our Methodology

DelveInsight deployed a structured, multi-layered approach combining secondary research, primary intelligence gathering, and strategic analysis to provide a complete view of the European biosimilar landscape.

1. Secondary Research

• Extensive review of company websites, press releases, clinical trial registries, and scientific publications to capture historical and current market activity.

• Analysis of biosimilar approvals, product pipelines, partnerships, and commercial launch timelines.

• Literature reviews to understand market trends, regulatory frameworks, and pricing strategies across different European countries.

2. Primary Research

• Engaged key stakeholders, industry experts, and market participants to validate secondary data and gather first-hand insights.

• Conducted interviews to understand competitors’ GTM strategies, promotional activities, salesforce deployment, and operational models.

• Assessed strategic partnerships, logistics networks, and distribution models to evaluate scalability and reliability.

3. Competitive Assessment

• Mapped the biosimilar market across Europe to identify top-performing companies, launch timelines, and promotional tactics.

• Evaluated sales and marketing strategies, including salesforce size, target audience, and promotional materials used to maximize uptake.

• Compared competitor product positioning, therapeutic focus, and market penetration to identify gaps and opportunities for differentiation.

4. Regulatory and Market Access Mapping

• Compiled country-specific information on pricing approvals, reimbursement pathways, and market entry barriers.

• Analyzed regions with faster regulatory approvals and higher adoption rates for biosimilars to prioritize launch sequencing.

5. Data Synthesis and Reporting

• Integrated secondary and primary insights into an interactive framework, providing clear visualization of competitor positioning, market potential, and operational considerations.

• Developed actionable recommendations for prioritizing geographies, allocating marketing resources, and optimizing operational strategy.

Results

DelveInsight’s GTM assessment provided the client with actionable intelligence that significantly enhanced their market entry strategy for European biosimilars:

• Comprehensive Market Overview: Delivered detailed insights into the competitive landscape, highlighting top biosimilar players, their pipelines, launch strategies, and market share.

• Launch Sequencing and Prioritization: Identified priority geographies based on regulatory ease, market readiness, and competitive intensity, enabling strategic resource allocation.

• Operational and Manufacturing Insights: Evaluated manufacturing site capabilities, distribution networks, and partnerships to ensure reliable and scalable operations for product launch.

• Sales and Promotional Strategy Analysis: Provided insights into salesforce deployment, marketing campaigns, and promotional materials used by competitors to enhance adoption and market penetration.

• Regulatory and Pricing Insights: Mapped approval pathways, pricing structures, and reimbursement processes across key European countries, allowing informed decision-making for market access strategies.

• Strategic Recommendations: Delivered clear, actionable guidance on GTM strategy, highlighting operational, commercial, and regulatory priorities to optimize launch success.

Strategic Impact

By leveraging DelveInsight’s GTM assessment, the client was able to:

• Mitigate Market Entry Risks: Understand competitor strategies and operational bottlenecks before launch.

• Enhance Market Positioning: Tailor their biosimilar launch plan based on insights from successful competitor practices and market dynamics.

• Prioritize Investments: Allocate marketing, sales, and operational resources effectively based on country-specific opportunity assessments.

• Accelerate Time-to-Market: Develop a roadmap for regulatory approvals, pricing, and distribution aligned with high-potential geographies.

• Strengthen Commercial Success: Ensure a smooth launch and maximize uptake through informed GTM strategy and competitor intelligence.

DelveInsight’s proactive and comprehensive GTM assessment provided the client with the intelligence and confidence to navigate the complex European biosimilar market. By combining competitor analysis, operational evaluation, and regulatory mapping, the client was positioned for a successful launch and long-term commercial growth.

Position your products for success in new markets with DelveInsight’s Go-To-Market strategy and intelligence services. Contact our team today to explore how our insights can guide your European or global market launch strategy.

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About Us

DelveInsight is a premier market research and consulting firm focused on healthcare, offering high-quality intelligence and analysis to guide strategic decisions. Our expert team, with profound knowledge of life sciences and healthcare, provides tailored research services and insights worldwide. Reach out for reliable, precise, and timely data to maintain a competitive edge.

Contact Us

Kanishk

kkumar@delveinsight.com