Early-stage planning is reshaping drug development as competition and complexity rise. A Citeline–IQVIA survey of 100 R&D leaders found 83% of companies now use Target Product Profiles (TPPs), though many still focus narrowly on regulatory feasibility. Expanding TPPs to include commercial viability and multiple scenarios improves decision-making and agility. Emerging biotechs prioritize technical feasibility and investor appeal, while larger firms stress cost and risk management. External expertise is increasingly sought—64% pursue partnerships in regulatory, clinical, or indication planning. AI, biomarkers, and novel trial designs are viewed as key accelerators for faster, more targeted R\&D.

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