In episode one, "The cost of waiting: why early planning pays off," we're joined by:

David Eatwell, Global Head of Insight at Porterhouse Insights, on target product profile (TPP) testing, and why taking a medicine's assumptions out to clinicians and payers early can reshape trial design while there's still time to act.

Alec Miners, Head of Health Economics at Source Health Economics, on early cost-effectiveness modelling and working out an economically justifiable price long before phase three data exist, so companies know where their R&D budget is best spent.

Joe Wallis, Head of Pricing and Commercialisation at SCIRIS Group and co-host of the series, on why investors increasingly treat a credible TPP as a living investment roadmap, and why "regulatory approval means access" is now read as a red flag rather than reassurance.

The thread running through the conversation: waiting for trial results doesn't delay the consequences of decisions on comparators, endpoints and evidence. It only delays when you find out.

With joint clinical assessment and most favoured nation pricing reshaping the European landscape, that early planning window is getting shorter, not longer.

If you're planning a launch and want to talk through early commercialisation, get in touch.

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