It’s clear that for precision medicines, the traditional blockbuster model for commercialization is out of sync with its needs. Traditional models, built for broad and undifferentiated populations, are often costly and poorly aligned with the specific needs of therapies targeting biomarker-defined patient group.
Innovation Has Outpaced Commercialization
Despite rapid advances in precision medicine, commercialization strategies have struggled to keep pace. The persistent assumption that diagnostic testing will naturally follow a drug launch has proven wrong. Without early, intentional alignment among pharma, diagnostics, labs, and physicians, testing lags behind and eligible patients remain undiscovered. Traditional models, reliant on large sales teams and broad awareness campaigns, are increasingly ineffective at reaching physicians at the critical moment of decision-making. The financial burden is immense and untenable for precision therapies.
As a result, we’re seeing promising treatments being deprioritized, abandoned, or returned to licensors, not due to clinical shortcomings, but because the commercial model cannot support their targeted nature.
The Case for Change: Enter Targeted Commercialization
This growing disconnect calls for a different approach, one as precise as the therapies it supports. Targeted Commercialization, pioneered by Diaceutics, is a strategic partnership designed to ensure that ground-breaking treatments reach those who need them most, efficiently and effectively.
What Makes Targeted Commercialization Different?
- Strategic Partnership, Not Just a Service: Targeted Commercialization is rooted in collaboration and deeply understanding the needs of each asset.
- Powered by Real-World Data: Leveraging proprietary multi-modal and real-time data, this model provides a dynamic, actionable view of the testing and treatment landscape.
- Persona-Driven Engagement: Lab and physician stakeholders are engaged both digitally and personally, with relevant, timely and persona driven messaging.
- Cost-Efficient, Flexible Models: Milestone-based and success-based pricing aligns costs with impact, preserving cash runway and de-risking commercialization for biopharma partners.
The Bottom Line
At Diaceutics, we believe commercialization should be as precise as the therapies it supports. And with Targeted Commercialization, we’re proving that it can be.
Interested to learn more about targeted commercialization? Catch up on our previous webinar: lp.diaceutics.com/pmx-webinar-2025/
