Defensive development strategies for cancer drugs can help manage the substantial and increasing commercial risk in today’s marketplace. To develop defensively, three steps are essential:
1. Make sure the sum of your market model is made up of accurate parts
2. Embed economically relevant endpoints in clinical trials
3. Learn from the past
Business as usual is not an option for developers trying to navigate the still-promising but increasingly crowded and complex cancer marketplace. Gaining a thorough understanding of market opportunities, running trials with economically quantifiable endpoints, and studying the market access track record of both successful and unsuccessful cancer drugs are three ways to manage and mitigate commercial risks more effectively.