{"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":"%ec%9d%98%ec%95%bd%ed%92%88-%ec%8b%9c%ec%9e%a5-%ec%a1%b0%ec%82%ac","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/ko\/%ec%a0%84%eb%ac%b8%ec%a0%81-%ec%a7%80%ec%8b%9d\/%ec%9d%98%ec%95%bd%ed%92%88-%ec%8b%9c%ec%9e%a5-%ec%a1%b0%ec%82%ac\/","title":{"rendered":"Pharmaceuticals Market Research | SIS International"},"content":{"rendered":"
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\"SIS<\/figure>\n<\/p>\n

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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

\uc758\uc57d\ud488\uc774 \uc65c \uc911\uc694\ud55c\uac00\uc694?<\/h2>\n

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\uc758\uc57d\ud488\uc740 \uc9c8\ubcd1 \uc608\ubc29\uacfc \uacf5\uc911 \ubcf4\uac74\uc5d0 \ub300\ud55c \uc5ed\ud560 \ub54c\ubb38\uc5d0 \ud544\uc218\uc801\uc785\ub2c8\ub2e4. \uadf8\ub4e4\uc740 \uc804\uc5fc\ubcd1\uc758 \ud655\uc0b0\uc744 \uc608\ubc29\ud558\ub294 \ub370 \uc911\uc694\ud55c \uc5ed\ud560\uc744 \ud569\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc5b4, \ubc31\uc2e0\uc740 \uc9c8\ubcd1\uc73c\ub85c\ubd80\ud130 \uc778\uad6c\ub97c \ubcf4\ud638\ud558\ub294 \ub370 \ub9e4\uc6b0 \uc911\uc694\ud569\ub2c8\ub2e4. \ud64d\uc5ed, \uc18c\uc544\ub9c8\ube44, \uc778\ud50c\ub8e8\uc5d4\uc790 \ub4f1\uc758 \uc9c8\ubcd1\uacfc \uc2f8\uc6b0\ub294 \ub370 \ud544\uc218\uc801\uc774\uc5c8\uc2b5\ub2c8\ub2e4. \ucf54\ub85c\ub09819 \ud32c\ub370\ubbf9\uc5d0\uc11c \uadf8\ub4e4\uc758 \uc5ed\ud560\uc744 \uae30\uc5b5\ud558\ub294 \uac83\ub3c4 \uc27d\uc2b5\ub2c8\ub2e4. \ubc31\uc2e0\uc740 \uc5ed\uc0ac \uc804\ubc18\uc5d0 \uac78\uccd0 \ub9ce\uc740 \uce58\uba85\uc801\uc778 \uc9c8\ubcd1\uc744 \uadfc\uc808\ud558\uac70\ub098 \ud1b5\uc81c\ud558\ub294 \ub370 \uc911\uc694\ud55c \uc5ed\ud560\uc744 \ud574\uc654\uc2b5\ub2c8\ub2e4. \uc774\ub294 \uacf5\uc911 \ubcf4\uac74 \ub178\ub825\uc758 \ucd08\uc11d\uc785\ub2c8\ub2e4.<\/p>\n

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\uc758\uc57d\ud488\uc774 \ud544\uc218\uc801\uc778 \ub610 \ub2e4\ub978 \uc774\uc720\ub294 \uacbd\uc81c\uc801 \uc601\ud5a5 \ub54c\ubb38\uc785\ub2c8\ub2e4. \uc77c\uc790\ub9ac \ucc3d\ucd9c\uc5d0 \uc911\uc694\ud55c \uc5ed\ud560\uc744 \ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc81c\uc57d \uc0b0\uc5c5\uc740 \uc138\uacc4 \uacbd\uc81c\uc5d0 \uae30\uc5ec\ud569\ub2c8\ub2e4. \uc774\ub294 \uc218\uc2ed\uc5b5 \ub2ec\ub7ec\uc758 \uc218\uc775\uc744 \ucc3d\ucd9c\ud558\uace0 \uc804 \uc138\uacc4\uc801\uc73c\ub85c \uc218\ubc31\ub9cc \uac1c\uc758 \uc77c\uc790\ub9ac\ub97c \ucc3d\ucd9c\ud569\ub2c8\ub2e4. \uc81c\uc57d\ud68c\uc0ac\ub294 \uc5f0\uad6c\uac1c\ubc1c, \uc81c\uc870, \uc720\ud1b5\uc5d0 \ud22c\uc790\ud569\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc870\uce58\ub294 \uacbd\uc81c \uc131\uc7a5\uc744 \uc9c0\uc6d0\ud558\uace0 \ud601\uc2e0\uc744 \ucd09\uc9c4\ud569\ub2c8\ub2e4. \ub610\ud55c \ud6a8\uacfc\uc801\uc778 \uc758\uc57d\ud488\uc758 \uac00\uc6a9\uc131\uc740 \uac1c\uc778\uc774 \uac74\uac15\ud558\uace0 \uc0dd\uc0b0\uc131\uc744 \uc720\uc9c0\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub429\ub2c8\ub2e4. \uc774\ub294 \uc9c0\uc5ed\uc0ac\ud68c\uc640 \uc0ac\ud68c\uc758 \uacbd\uc81c\uc801 \ubcf5\uc9c0\uc5d0 \uae30\uc5ec\ud569\ub2c8\ub2e4.<\/p>\n

\uc758\uc57d\ud488\uc740 \uc758\ub8cc \ubc1c\uc804\uacfc \ub9de\ucda4\ud615 \uc758\ud559\uc744 \uac00\ub2a5\ud558\uac8c \ud569\ub2c8\ub2e4. \uc758\uc57d\ud488\uc740 \uc758\ub8cc \ubc1c\uc804\uc758 \ud544\uc218\uc801\uc778 \ubd80\ubd84\uc785\ub2c8\ub2e4. \uc774\ub7ec\ud55c \ubc1c\uc804\uc5d0\ub294 \uac1c\uc778\uc758 \uace0\uc720\ud55c \ud2b9\uc131\uc5d0 \ub9de\uac8c \uce58\ub8cc\ub97c \ub9de\ucda4\ud654\ud558\ub294 \ub9de\ucda4 \uc758\ud559\uc774 \ud3ec\ud568\ub429\ub2c8\ub2e4. \uc720\uc804\uc801 \uc694\uc778, \uc0dd\ud65c \ubc29\uc2dd, \ubcd1\ub825 \ub4f1\uc758 \uc694\uc778\uc744 \uace0\ub824\ud569\ub2c8\ub2e4. \uc774 \uc811\uadfc\ubc95\uc744 \uc0ac\uc6a9\ud558\uba74 \ubcf4\ub2e4 \uc815\ud655\ud558\uace0 \ud6a8\uacfc\uc801\uc778 \uce58\ub8cc\uac00 \uac00\ub2a5\ud569\ub2c8\ub2e4. \uc774\ub294 \ub354 \ub098\uc740 \ud658\uc790 \uacb0\uacfc\ub85c \uc774\uc5b4\uc9d1\ub2c8\ub2e4. \ub610\ud55c \uc758\ub8cc \ubd84\uc57c\uc5d0\uc11c \uc2dc\ud589\ucc29\uc624 \uc2dc\uc2a4\ud15c\uc758 \ud544\uc694\uc131\ub3c4 \uc904\uc5b4\ub4ed\ub2c8\ub2e4.<\/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
\"SIS<\/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
\"SIS<\/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
\"SIS<\/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

SIS \uc778\ud130\ub0b4\uc154\ub110 \uc18c\uac1c<\/h2>\n

SIS \uad6d\uc81c<\/a> \uc815\ub7c9\uc801, \uc815\uc131\uc801, \uc804\ub7b5 \uc5f0\uad6c\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc758\uc0ac\uacb0\uc815\uc744 \uc704\ud55c \ub370\uc774\ud130, \ub3c4\uad6c, \uc804\ub7b5, \ubcf4\uace0\uc11c \ubc0f \ud1b5\ucc30\ub825\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4. \ub610\ud55c \uc778\ud130\ubdf0, \uc124\ubb38 \uc870\uc0ac, \ud3ec\ucee4\uc2a4 \uadf8\ub8f9, \uae30\ud0c0 \uc2dc\uc7a5 \uc870\uc0ac \ubc29\ubc95 \ubc0f \uc811\uadfc \ubc29\uc2dd\uc744 \uc218\ud589\ud569\ub2c8\ub2e4. \ubb38\uc758\ud558\uae30<\/a> \ub2e4\uc74c \uc2dc\uc7a5 \uc870\uc0ac \ud504\ub85c\uc81d\ud2b8\ub97c \uc704\ud574.<\/p>\n

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Related SIS Resources<\/h3>\n