JO KIM
Head of Launch Europe, Sandoz International GmbH, Holzkirchen, Germany

Abstract

Launching generic pharmaceuticals is a complex process that requires balancing various factors such as patient needs, regulatory requirements, and market dynamics. The increasing demand for affordable medicines globally has positioned generic pharmaceuticals as essential in the healthcare ecosystem, especially in providing timely access to high-quality treatments at a fraction of the cost. In this article, we explore best practices for launching generic pharmaceuticals with patient-centricity at the core, using insights from experiences in the European and Australian markets.

UNDERSTANDING PATIENT CENTRICITY IN PHARMACEUTICAL LAUNCHES
Patient-centricity is a healthcare philosophy that prioritizes the needs of patients in every aspect of care. In the generic pharmaceutical space, this means designing products, packaging, and information systems that improve accessibility and usage for patients while maintaining affordability. Patient-centric launches focus on:

• Quality and Safety: Ensuring that generics meet the same standards of quality, safety, and efficacy as the originator medicines.
• Education and Communication: Providing clear and accessible information on proper medication use, especially to digitally literate and illiterate populations.
• Availability and Accessibility: Ensuring widespread availability of medicines in various forms (e.g., calendar packs, unit doses, tamper-resistant packaging) to accommodate different patient needs.
• Patient Empowerment: Engaging patients in the process by providing resources such as digital or printed information leaflets.

THE ROLE OF GENERICS IN GLOBAL HEALTHCARE
Generics ...