Commercialising a New Asset? 5 Essentials You Need To Get Right

For biotechs and mid-sized pharma, developing a groundbreaking therapy is only part of the equation. The real challenge lies in bringing that innovation to market in a way that’s commercially viable, strategically sound, and aligned with payer, HCPs and patient needs.

At tranScrip, we’ve seen time and again how early commercial missteps – or missed opportunities – can have lasting consequences. The most successful companies are those who embed commercial thinking from the outset and build with the end in mind.

Here are five non-negotiable essentials you need to get right when preparing to commercialise a new asset:

1. Don’t wait to think commercially

Many organisations wait until late-stage development to bring in commercial expertise. By then, key clinical and regulatory decisions may already limit access, value, and positioning potential.

• Start with the end in mind

2.  Build a value proposition that speaks to payers

A compelling value story is about more than clinical outcomes – it must demonstrate cost-effectiveness, relevance, and real-world impact. This requires a payer-focused evidence generation strategy from the beginning.

• If payers don’t see the value, patients won’t see the product

3. Integrate clinical and commercial strategy

When clinical and commercial teams work in silos, opportunities are missed and time is lost. Integrated planning leads to trial designs, endpoints, and positioning that support both regulatory success and market adoption.

• Cross-functional collaboration accelerates clarity and commercial viability

4. Plan globally, act locally

Each market has unique regulatory, pricing, and access requirements. A global launch strategy must reflect local realities – not just a one-size-fits-all approach.

• Global success is built on local insight

5. Think beyond approval: lifecycle matters

Your first launch isn’t your last opportunity. Consider lifecycle expansion, follow-on indications, and evolving payer landscapes from the outset.

• Future-proof your asset strategy

Set your asset up for success

tranScrip partners with biotech and pharma companies globally to accelerate the development and maximise the value of their products. We provide strategic, therapeutic and operational expertise across the entire product lifecycle – from TRANslation to preSCRIPtion. With the right strategy in place, scientific potential becomes commercial reality.

Whether you’re preparing for your first launch or planning the next step in your pipeline, we help you get the essentials right from the start and accelerate your products path to patient.

If you’re preparing to commercialise a new asset, let’s connect > Contact us