Chris, our Commercial Director, brings more than 30 years of experience across the healthcare and pharmaceutical sector, helping organisations navigate product launches, market access and commercial strategy. We asked him about three of the most common challenges he is seeing in 2026 and how companies can better prepare for them.
Q: What are the biggest challenges facing organisations launching a new brand today?
Chris: Competition is only part of the challenge. The NHS landscape continues to evolve, budgets remain under pressure and stakeholders are increasingly focused on value and outcomes. Companies need to understand not only how their product differs from competitors, but also how it fits within existing pathways and priorities or has the potential to change them.
Q: How can organisations prepare effectively for a launch?
Chris: Preparation is key. Environmental and stakeholder mapping can provide valuable insights into the decision-making landscape, helping organisations understand stakeholder priorities and evidence requirements. Advance Budgetary Notifications can also support early awareness and dialogue, providing opportunities to gather feedback and inform launch planning.
Q: What do you see when a brand loses momentum?
Chris: Often it’s not the product that’s changed, it’s the market around it. New competitors emerge, NHS priorities shift and stakeholder needs evolve. What resonated a few years ago may not be as relevant today.
Q: What’s the first step in addressing that?
Chris: Understanding what’s changed. Market research can provide valuable insight into how a brand is currently perceived and whether its value proposition still resonates. In many cases, organisations already have strong evidence and benefits to communicate, but they may need to refine their messaging to better reflect the current environment.
Q: What advice would you give organisations preparing for a future launch?
Chris: Don’t rely on assumptions. Before significant investment is made, it’s important to understand how the market is likely to respond. Testing brand messages, exploring different value proposition structures and gathering stakeholder feedback can provide valuable insight and help inform strategic planning.
Q: How important is market understanding at this stage?
Chris: It’s critical. Market mapping and research, and stakeholder engagement can help identify opportunities, barriers and unmet needs long before launch. Understanding the market early can help organisations make more informed strategic decisions as their plans develop.
Final Thoughts
Q: If there is one common theme across all three challenges, what would it be?
Chris: Insight. Whether you’re launching a new brand, revitalising an established product or assessing a future opportunity, it starts with understanding the market, listening to stakeholders and building strategies based on evidence rather than assumptions. The more informed your decisions are, the better equipped you are to navigate market challenges and opportunities.
As pharmaceutical companies continue to navigate an increasingly complex healthcare environment, taking the time to understand the market has never been more important. Chris and our wider team at Cheemia work with organisations across the product lifecycle, helping them gather the insight, evidence and stakeholder understanding needed to support informed commercial decision-making.
