Commercial Culture Is Often the Difference Between Product Launch Success and Struggle

One of the biggest misconceptions in biotechnology is that a superior product will naturally become a commercial success. In reality, commercial success depends on far more than strong clinical data. Over more than 30 years in pharmaceutical commercialization, I've seen outstanding therapies struggle to gain traction while products with fewer clinical advantages established strong market positions. In many cases, the difference wasn't the science—it was the commercial culture and strategic…