{"id":42684,"date":"2023-05-03T14:56:57","date_gmt":"2023-05-03T18:56:57","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=42684"},"modified":"2026-05-05T16:33:09","modified_gmt":"2026-05-05T20:33:09","slug":"etude-de-marche-pharmaceutique-2","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/competence\/etude-de-marche-pharmaceutique-2\/","title":{"rendered":"Pharmaceuticals Market Research | SIS International"},"content":{"rendered":"
\n

\u00c9tude de march\u00e9 sur les produits pharmaceutiques<\/a><\/h1>\n
\"\u00c9tudes<\/figure>\n<\/p>\n

Les produits pharmaceutiques sont \u00e9galement appel\u00e9s m\u00e9dicaments pharmaceutiques ou m\u00e9dicaments. Nous utilisons ces substances et compos\u00e9s pour pr\u00e9venir, diagnostiquer, traiter ou soulager des maladies. Ils traitent des maladies et des probl\u00e8mes de sant\u00e9 chez les humains et les animaux. Les soci\u00e9t\u00e9s pharmaceutiques d\u00e9veloppent et fabriquent ces m\u00e9dicaments gr\u00e2ce \u00e0 des recherches et des tests approfondis. Les agences gouvernementales les r\u00e9glementent pour leur s\u00e9curit\u00e9, leur efficacit\u00e9 et leur qualit\u00e9.<\/p>\n

Nous pouvons classer les produits pharmaceutiques en diff\u00e9rentes cat\u00e9gories en fonction de leur objectif. Nous pouvons \u00e9galement les trier par mode d\u2019action, composition chimique et voie d\u2019administration. Les plus courants comprennent les m\u00e9dicaments sur ordonnance et en vente libre, les vaccins, les produits biologiques et les m\u00e9dicaments g\u00e9n\u00e9riques.<\/p>\n

Les agences gouvernementales r\u00e9glementent les m\u00e9dicaments sur ordonnance. Les patients ne peuvent acheter ces m\u00e9dicaments que sur pr\u00e9sentation d\u2019une ordonnance valide. Cette prescription doit provenir d\u2019un professionnel de la sant\u00e9 qualifi\u00e9. Un prestataire peut \u00eatre un m\u00e9decin, une infirmi\u00e8re praticienne ou un dentiste. Les prestataires prescrivent ces m\u00e9dicaments pour traiter des maladies complexes ou chroniques. Leur utilisation n\u00e9cessite un contr\u00f4le m\u00e9dical attentif.<\/p>\n

Il existe \u00e9galement des m\u00e9dicaments en vente libre, ou m\u00e9dicaments sans ordonnance. Les consommateurs peuvent les acheter sans ordonnance. Ils utilisent ces m\u00e9dicaments pour traiter des affections ou des sympt\u00f4mes mineurs. Leur utilisation est g\u00e9n\u00e9ralement consid\u00e9r\u00e9e comme s\u00fbre et ne n\u00e9cessite pas la supervision d'un professionnel de la sant\u00e9.<\/p>\n

Les vaccins sont des produits pharmaceutiques utilis\u00e9s pour pr\u00e9venir la propagation de maladies infectieuses. Ils stimulent le syst\u00e8me immunitaire de l\u2019organisme pour lutter contre des agents pathog\u00e8nes sp\u00e9cifiques. Les prestataires de soins de sant\u00e9 administrent les vaccins par injection ou par voie orale. Ils jouent un r\u00f4le crucial dans la pr\u00e9vention de la propagation des maladies. Par exemple, ils pr\u00e9viennent la grippe, la rougeole, la polio et le COVID-19.<\/p>\n

Les produits biologiques sont des produits pharmaceutiques provenant d'organismes vivants ou de leurs composants. Les prot\u00e9ines, les enzymes ou les anticorps sont des exemples de produits biologiques. Ces m\u00e9dicaments traitent souvent des affections complexes comme le cancer, les maladies auto-immunes et les troubles g\u00e9n\u00e9tiques.<\/p>\n

Les m\u00e9dicaments g\u00e9n\u00e9riques sont des produits pharmaceutiques contenant les m\u00eames ingr\u00e9dients actifs que leurs homologues de marque. Ils ont \u00e9galement la m\u00eame forme posologique, la m\u00eame concentration et la m\u00eame voie d\u2019administration. Mais ils sont g\u00e9n\u00e9ralement vendus \u00e0 un prix inf\u00e9rieur \u00e0 celui des m\u00e9dicaments de marque. Les agences de r\u00e9glementation approuvent les m\u00e9dicaments g\u00e9n\u00e9riques. Mais d\u2019abord, leurs fabricants doivent prouver la bio\u00e9quivalence avec le m\u00e9dicament d\u2019origine.<\/p>\n

Pharmaceuticals play a critical role in modern healthcare<\/a>. They help to prevent, diagnose, and treat various diseases and conditions. They also improve the health and well-being of millions of people around the world.<\/p>\n

Pourquoi les produits pharmaceutiques sont-ils importants ?<\/h2>\n

Les produits pharmaceutiques sont essentiels pour plusieurs raisons. Premi\u00e8rement, ils aident au traitement des maladies et des probl\u00e8mes de sant\u00e9. Ils jouent un r\u00f4le crucial dans le soulagement des sympt\u00f4mes, la gu\u00e9rison des infections et le contr\u00f4le des maladies chroniques. Ils am\u00e9liorent la qualit\u00e9 de vie de millions de personnes dans le monde. Les gens utilisent des produits pharmaceutiques pour traiter des affections quotidiennes comme les allergies, la toux et le rhume. Ils les utilisent \u00e9galement pour traiter des maladies graves comme le cancer, les maladies cardiaques et le diab\u00e8te. Les m\u00e9dicaments peuvent \u00e9galement combattre des maladies infectieuses comme le VIH\/SIDA.<\/p>\n

Les produits pharmaceutiques contribuent \u00e9galement \u00e0 l\u2019avancement de la recherche m\u00e9dicale et de l\u2019innovation. Ces m\u00e9dicaments sont le r\u00e9sultat d\u2019efforts approfondis de recherche et de d\u00e9veloppement men\u00e9s par les soci\u00e9t\u00e9s pharmaceutiques. Les institutions universitaires et autres organismes de recherche contribuent \u00e9galement aux efforts de R&D. Ces efforts stimulent l\u2019innovation m\u00e9dicale. Ils permettent la d\u00e9couverte et le d\u00e9veloppement de nouveaux m\u00e9dicaments, vaccins et th\u00e9rapies. La recherche pharmaceutique m\u00e8ne \u00e0 la d\u00e9couverte de nouvelles options de traitement et de formulations am\u00e9lior\u00e9es. Cela se traduit \u00e9galement par une meilleure compr\u00e9hension des maladies. Ces facteurs contribuent aux progr\u00e8s des connaissances m\u00e9dicales et des soins aux patients.<\/p>\n

Les produits pharmaceutiques sont essentiels en raison de leur r\u00f4le dans la pr\u00e9vention des maladies et la sant\u00e9 publique. Ils jouent un r\u00f4le crucial dans la pr\u00e9vention de la propagation des maladies infectieuses. Par exemple, les vaccins jouent un r\u00f4le essentiel dans la protection des populations contre les maladies. Ils sont essentiels dans la lutte contre des maladies telles que la rougeole, la polio et la grippe. Il est \u00e9galement facile de se souvenir de leur r\u00f4le dans la pand\u00e9mie de COVID-19. Les vaccins ont jou\u00e9 un r\u00f4le d\u00e9terminant dans l\u2019\u00e9radication ou le contr\u00f4le de nombreuses maladies mortelles au cours de l\u2019histoire. Ils constituent la pierre angulaire des efforts de sant\u00e9 publique.<\/p>\n

Les produits pharmaceutiques am\u00e9liorent les r\u00e9sultats et la qualit\u00e9 de vie des patients. Ils peuvent soulager les sympt\u00f4mes et ralentir la progression de la maladie. Ils pr\u00e9viennent \u00e9galement les complications et r\u00e9duisent les taux d\u2019hospitalisation. Ces m\u00e9dicaments permettent aux patients de g\u00e9rer des maladies chroniques et de se remettre de maladies aigu\u00ebs. Ainsi, ils peuvent mener une vie plus saine. Les produits pharmaceutiques contribuent \u00e9galement \u00e0 r\u00e9duire le fardeau des maladies sur les individus, les familles et les syst\u00e8mes de sant\u00e9. Ils pr\u00e9viennent les invalidit\u00e9s, am\u00e9liorent la productivit\u00e9 et r\u00e9duisent les co\u00fbts des soins de sant\u00e9 \u00e0 long terme.<\/p>\n

Une autre raison pour laquelle les produits pharmaceutiques sont essentiels est leur impact \u00e9conomique. Ils jouent un r\u00f4le important dans la cr\u00e9ation d'emplois. L'industrie pharmaceutique contribue aux \u00e9conomies mondiales. Elle g\u00e9n\u00e8re des milliards de dollars de revenus et cr\u00e9e des millions d\u2019emplois dans le monde. Les soci\u00e9t\u00e9s pharmaceutiques investissent dans la recherche et le d\u00e9veloppement, la fabrication et la distribution. Ces actions soutiennent la croissance \u00e9conomique et favorisent l\u2019innovation. De plus, la disponibilit\u00e9 de produits pharmaceutiques efficaces aide les individus \u00e0 rester en bonne sant\u00e9 et productifs. Il contribue au bien-\u00eatre \u00e9conomique des communaut\u00e9s et des soci\u00e9t\u00e9s.<\/p>\n

Les produits pharmaceutiques permettent de faire progresser les soins de sant\u00e9 et la m\u00e9decine personnalis\u00e9e. Les produits pharmaceutiques font partie int\u00e9grante des progr\u00e8s des soins de sant\u00e9. Ces progr\u00e8s incluent la m\u00e9decine personnalis\u00e9e, qui adapte les traitements aux caract\u00e9ristiques uniques de chaque individu. Il prend en compte des facteurs tels que la g\u00e9n\u00e9tique, le mode de vie et les ant\u00e9c\u00e9dents m\u00e9dicaux. Cette approche permet des traitements plus pr\u00e9cis et efficaces. Cela conduit \u00e0 de meilleurs r\u00e9sultats pour les patients. Cela r\u00e9duit \u00e9galement le besoin de syst\u00e8mes d\u2019essais et d\u2019erreurs dans le domaine des soins de sant\u00e9.<\/p>\n<\/div>\n

Pharmaceuticals Market Research: How Leading Manufacturers Win Launch and Access Decisions<\/h1>\n

Pharmaceuticals market research has shifted from descriptive reporting to evidence that directly shapes pricing, sequencing, and payer negotiations. The work that matters now happens earlier, deeper in the science, and closer to the prescriber.<\/p>\n

Commercial leaders at large manufacturers face a tighter calculus. Indication prioritization, HTA submission evidence, and payer value story development run in parallel rather than in stages. The firms moving fastest treat market research as the connective tissue across medical affairs, market access, and commercial strategy.<\/p>\n

What Pharmaceuticals Market Research Now Delivers<\/h2>\n

Pharmaceuticals market research is the structured collection of clinical, payer, prescriber, and patient evidence used to guide portfolio, launch, and access decisions across a drug’s lifecycle. It blends KOL mapping, patient journey mapping, real-world evidence synthesis, and competitive intelligence into a single decision input.<\/p>\n

The work that earns budget is no longer volume tracking. It is research that resolves a specific commercial question: which indication first, which comparator anchors the value story, where biosimilar entry compresses margin, and how formulary positioning shifts when a competitor reads out Phase 3 data.<\/p>\n

The Four Decisions Research Must Answer<\/h3>\n

Across the manufacturers that launch well, four questions recur. Indication sequencing. Payer evidence gaps. Prescriber adoption barriers. Competitive response timing. Research designed around these questions outperforms generic landscape studies on every measure leadership cares about.<\/p>\n

Why Launch Sequencing Has Become the Highest-Value Research Question<\/h2>\n

Launch sequencing decisions now carry more value than pricing decisions for many specialty assets. The reason is structural. A first indication sets the reference price, the payer reimbursement template, and the prescriber anchor for every follow-on indication. Get the first indication wrong and the asset spends its lifecycle correcting an early mispositioning.<\/p>\n

The strongest sequencing work combines payer advisory boards, structured prescriber interviews, and competitive intelligence on parallel pipelines. Manufacturers that invested in this discipline early, including Vertex in cystic fibrosis and Regeneron in ophthalmology, built sequencing playbooks that others now study.<\/p>\n

According to SIS International Research, indication prioritization studies that integrate payer willingness-to-pay testing with prescriber switching thresholds produce sequencing recommendations that hold up under HTA scrutiny in EU5 markets, where England’s NICE and Germany’s G-BA apply different evidence weights to the same dossier.<\/span><\/span><\/p>\n

How Real-World Evidence Reshapes the Payer Value Story<\/h2>\n

Payers in the United States, Germany, and France have moved from accepting trial data to demanding real-world evidence on adherence, total cost of care, and comparative effectiveness against standard of care. The payer value story now lives or dies on RWE quality.<\/p>\n

The manufacturers winning access conversations build RWE strategies before Phase 3 readout, not after. They identify the comparator data gaps payers will flag, commission claims database studies and chart reviews to fill them, and pressure-test the resulting value story with structured payer interviews across IDNs, regional plans, and national sickness funds.<\/p>\n

This matters because payer rejection rarely cites the pivotal trial. It cites the absence of evidence on the populations payers actually cover. Research that anticipates the gap closes it before submission.<\/p>\n

What KOL Mapping Looks Like When Done Right<\/h2>\n

KOL mapping has been diluted by vendors selling lists of names. Useful KOL mapping identifies which clinicians shape guideline language at ASCO, ASH, ESMO, and AHA, which sit on payer P&T committees, and which run the academic centers that anchor referral patterns for a given indication.<\/p>\n

The output is not a contact database. It is an influence map showing how a guideline change in one society propagates through formulary decisions, prescriber adoption, and patient access over the following 18 months. Manufacturers that map influence this way time their medical affairs engagement to the moments that matter.<\/p>\n

SIS International’s expert interview programs across oncology and rare disease have found that KOL influence concentrates more tightly than most commercial teams assume. In several therapeutic areas, fewer than 30 clinicians globally shape the language that determines reimbursement outcomes across G7 markets.<\/span><\/p>\n

The SIS Pharmaceuticals Research Decision Framework<\/h3>\n
\n\n\n\n\n\n\n\n\n\n
Decision<\/th>\nPrimary Method<\/th>\nEvidence Output<\/th>\n<\/tr>\n<\/thead>\n
Indication sequencing<\/td>\nPayer advisory boards plus prescriber interviews<\/td>\nWillingness-to-pay and switching thresholds<\/td>\n<\/tr>\n
Launch readiness<\/td>\nPatient journey mapping plus chart audits<\/td>\nDiagnosis-to-treatment friction map<\/td>\n<\/tr>\n
Payer value story<\/td>\nRWE synthesis plus structured payer interviews<\/td>\nEvidence gap closure plan<\/td>\n<\/tr>\n
Competitive response<\/td>\nPipeline intelligence plus KOL mapping<\/td>\nScenario-weighted launch calendar<\/td>\n<\/tr>\n
Lifecycle defense<\/td>\nBiosimilar competitive intelligence<\/td>\nMargin compression timeline<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

Where Patient Journey Mapping Creates Commercial Lift<\/h2>\n

Patient journey mapping has matured from a marketing exercise into a commercial diagnostic. The strongest work identifies the specific point at which patients drop out of the diagnosis-to-treatment pathway and quantifies the revenue at stake.<\/p>\n

In specialty categories such as multiple sclerosis, IBD, and HER2-positive breast cancer, the gap between diagnosis and appropriate treatment can extend across multiple specialist visits. Each handoff is a leak point. Research that quantifies leak points by geography, payer type, and referral pattern produces the precise inputs medical affairs and field teams need to allocate effort.<\/p>\n

This is where ethnographic research and chart audits outperform survey data. Surveys capture what physicians say they do. Chart audits and observation capture what actually happens at the point of care.<\/p>\n

How Biosimilar and LOE Intelligence Protects Margin<\/h2>\n
\"\u00c9tudes<\/figure>\n

Loss of exclusivity research has become a continuous discipline rather than a defensive project run in the year before patent expiry. Biosimilar competitive intelligence now starts five to seven years out, tracking development pipelines, manufacturing capacity, and payer policy signals across the United States, EU5, Japan, and emerging markets.<\/p>\n

Manufacturers that protect margin best run scenario models that link biosimilar entry probability to formulary tier movement, contracting strategy, and authorized generic decisions. The output is a quarter-by-quarter margin compression timeline that finance, market access, and commercial leadership can plan against.<\/p>\n

SIS International’s competitive intelligence engagements across biologics have documented a consistent pattern: the first biosimilar entrant captures meaningful share within twelve months when payer step-edits align with launch, and substantially less when contracting locks the originator into preferred tier status.<\/span><\/p>\n

What Separates the Strongest Pharmaceuticals Market Research Programs<\/h2>\n
\"\u00c9tudes<\/figure>\n

The manufacturers extracting the most value from research share three habits. They commission research against named decisions, not topic areas. They integrate qualitative depth with quantitative validation rather than choosing between them. They treat international scope as essential, recognizing that a launch decision in the United States is incomplete without parallel evidence from EU5, Japan, China, and Brazil.<\/p>\n

Pharmaceuticals market research at this level requires fieldwork capacity in regulated markets, expert interview networks across therapeutic areas, and analytic teams fluent in HTA submission logic. SIS International Research has supported manufacturers across specialty pharmaceuticals, imaging agents, and emerging market entry with mixed-methods programs that integrate prescriber, payer, and patient evidence into single decision-grade deliverables.<\/p>\n

The Direction Pharmaceuticals Market Research Is Moving<\/h2>\n
\"\u00c9tudes<\/figure>\n

Three shifts are reshaping the discipline. Research budgets are consolidating around fewer, deeper programs tied to launch and access milestones. RWE is moving from a payer requirement to a commercial input that shapes positioning. And pricing pressure across G7 markets is forcing earlier integration of HTA evidence planning into clinical development.<\/p>\n

The manufacturers that lead the next decade will be the ones that treat pharmaceuticals market research as commercial infrastructure rather than a vendor purchase. The evidence base they build now will determine which assets reach peak sales and which stall in access negotiations.<\/p>\n

\u00c0 propos de SIS International<\/h2>\n

SIS International<\/a> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. Nous menons \u00e9galement des entretiens, des enqu\u00eates, des groupes de discussion et d\u2019autres m\u00e9thodes et approches d\u2019\u00e9tudes de march\u00e9. Contactez nous<\/a> pour votre prochain projet d'\u00e9tude de march\u00e9.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n<\/p>\n

\n

Related SIS Resources<\/h3>\n