Precision medicine is advancing rapidly, bringing transformative therapies to market that can dramatically improve patient outcomes. NTRK therapies show up to a 75% overall response rate in NTRK fusion-positive tumors, with a duration of response up to 35 months and progression-free survival of 28 months.
So why are patients still missing out on these therapies?
The problem isn’t the science.
Precision Medicine Needs a New Commercial Playbook
At a very basic level, success in precision medicine depends on the coordinated efforts of three key stakeholders each with their own focus:
1. Biopharma: Drives innovation by developing and launching new therapies.
2. Labs: Advance diagnostic capabilities and efficiency.
3. Physicians: Diagnose and treat patients.
To realize precision medicine’s potential, we must boost testing, raise biomarker awareness, and connect therapies to eligible patients. This demands coordinated effort & behavioral change – which is often under-resourced and hard to incentivize. Without early alignment, testing lags - and patients miss out.
Innovation Overload: The Engagement Challenge
Physicians face a constant influx of new therapies, protocols, and guidelines – all while staying focused on patient care. Static, generic education often gets ignored. To truly engage, education must be timely, relevant, and actionable.
The Ideal Precision Commercialization Model
Launching targeted therapies presents unique challenges, but also unique opportunities.
Imagine a world where you have testing data at your fingertips. You have a clear strategic roadmap and a partner to help you execute your tactics. You know where eligible patients are being treated and who they’re being treated by. You can engage pathologists, labs, and physicians on who, how, and when to test. Better yet, you can provide them with peer-to-peer support to further drive awareness. That’s the goal.
A new commercialization model for precision medicine must:
- Engage all key stakeholders to accelerate test readiness and biomarker awareness before launch.
- Apply a precision lens to commercialization - focusing on both the testing and the treatment.
- Use real-world data (RWD) to identify eligible patients and guide engagement: tailored, timely, data-driven digital with complementary personal engagement.
- Track the success of tactics across engagement, testing rates, conversion, and adjust accordingly.
Great medicines aren’t reaching their true potential. This isn’t just a commercial imperative, it’s critical for patients. Every missed test is a potential missed patient.
Interested to learn more about targeted commercialization? Catch up on our previous webinar: lp.diaceutics.com/pmx-webinar-2025/
