As the industry moves toward increasingly tailored treatments, it’s clear that traditional commercialization models aren’t necessarily suitable to support precision medicines. To truly unlock the potential of precision medicine, we must apply a precision lens to commercialization itself. If the patient population is more specific, shouldn’t the commercial strategy and tactics be too?
Traditional Commercialization is too expensive
Traditional commercialization relies on broad campaigns, large sales teams, and extensive infrastructure, often costing up to and over $1 billion annually, especially in launch years. While this may work for blockbuster drugs, it’s misaligned with the needs of precision therapies targeting narrower populations. For biotechs and smaller pharma, these costs can be prohibitive but by leveraging the right data, strategies, and targeted engagement capabilities, it doesn’t have to be.
Targeted Commercialization is more effective and cost-efficient
Targeted commercialization uses real-world data and analytics to understand, engage and prepare the market for testing, finding patients and engaging physicians and labs in a relevant, timely and tailored way. This means resources are focused where they have the greatest impact, reducing spend on low-yield activities.
Targeted commercialization enables “just-in-time” engagement - reaching stakeholders at the exact moment they are making testing or treatment decisions. This increases the likelihood of therapy adoption and ensures that educational resources are delivered when most relevant.
Instead of front-loading costs, targeted commercialization aligns investment with product milestones and commercial success. When you partner you can pay for results, not just for tactics. This approach is especially valuable for smaller biotechs and pharma where preserving the cash runway is critical and where every dollar counts.
A Smarter Path Forward: Precision Commercialization
At Diaceutics, we advocate for an approach that is:
Data-driven: Leveraging real-world data to identify eligible patients, guide engagement, and track adoption.
Targeted: Reaching the right physicians, pathologists, and labs at the right time, with the right message through digital and personal peer-to-peer channels.
Cost-effective: Delivering measurable impact at a fraction of traditional costs. With room for alternative commercial models e.g. milestone/success based pricing.
Diaceutics has developed a commercialization model designed to drive testing, promote biomarker awareness, accelerate therapy adoption, and deliver impact - without the blockbuster price tag. Because every missed test could mean a missed patient. And every missed patient is a missed opportunity to improve a life.
Interested to learn more about targeted commercialization? Catch up on our previous webinar: lp.diaceutics.com/pmx-webinar-2025/
