Requirements for a Successful Drug Launch in Small Markets: A Pilot Study in Lebanon

This study assesses the impact of an uncertain environment on pharmaceutical companies in Lebanon and investigates how they are launching new drugs despite Lebanon's economic instability, lack of data, low base salaries, and frequent drug repricing regulation adopted by Lebanese health authorities.

A cross-sectional descriptive survey was conducted in a multinational pharmaceutical company in Lebanon. Employees were asked to complete a questionnaire between June and July 2017. Chi-square testing was used to check correlation.

Seventy-seven employees participated in this survey. Thirty-two (41.6%) emphasized the need for partnering with stakeholders. When asked about the activities to be improved, 17 (22.08%) stated that early stakeholder engagement was key to ensure launch success. Regarding the hurdles facing pharmaceutical companies, 35 (45.7%) indicated that patient access to the new medication was the key challenge, 19 (24.68%) agreed that tailored market access programs should be planned before actual launch, and 30 (38.96%) realized the need to demonstrate clinical and economic value of the product using health economic data. Finally, 39 (50.64%) agreed that launch failure was linked to poor pricing strategy.

Major challenges facing pharmaceutical companies under Lebanon's uncertain environment did not hinder companies from bringing innovative products. A partnership among decision makers, consumers, and pharmaceutical companies is the most efficient method to ensure future access to new and innovative drugs.