The Product Lifecycle Phases are the four phases of the commercialization model used across this work: Phase 1 Pre-Launch and Launch Readiness, Phase 2 Launch and Early Commercialization, Phase 3 In-Market Optimization, and Phase 4 Lifecycle and Loss of Exclusivity.
Why it matters
The phase determines which questions matter. Before launch the question is whether the patients can be found; at launch it is whether coverage converts to starts; in market it is where the largest exit is and who owns it; at loss of exclusivity it is which parts of the architecture still earn their cost. Advisory engagements and education are scoped to the phase, not to a fixed program.
Origin
The commercialization model used by Patrick R. Coyle across Novus Proximus advisory work and NextGen GTN™ education. The word “stage” is reserved for how a market is segmented and is not used for lifecycle phases.
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Related terms
Commercialization Alignment Labs™, Gross-to-Net
Part of the Patients + Profitability™ Glossary. Canonical definitions by Patrick R. Coyle; the same terms on nextgengtn.com and novusproximus.com carry these meanings.