Investment and impact: navigating the complexities
of a European launch

At 750 million, the population of Europe is more than twice that of USA, so the benefits of launching a medicine in Europe seem obvious.

The population is big, and the healthcare systems are mature (or at least maturing) so Europe is always going to be on the shortlist when looking at the geographical expansion of a drug. But with benefits come costs, and challenging ones at that. Once you start to scratch the surface of planning a launch in Europe the prospect becomes a little intimidating.

Traditionally, non-European biopharma companies would find a commercialisation partner to distribute in Europe. Then all their problems would magically disappear and they would reap the rewards afforded them by a lucrative distribution contract. But with profit margins being ever more tightly squeezed, the possibility of more than just a royalty payment is appealing. So if biopharma companies take this route, what are the hurdles that need to be overcome? Understanding the rich diversity of healthcare systems across Europe is key to sequencing a product launch. According to the European Federation of Pharmaceutical Industries and Associations (EFPIA), in Germany it takes 127 days on average for a drug to be available to patients once approved. That ‘approval to availability lag’ in its neighbouring country of Poland is over 800 days. Understanding this data, and the reason for it, is vital in choosing which countries wear the yellow jersey and which ones benefit from the slipstream.

Being a healthcare communicator, I am, of course, going to say that communication is paramount. Which means that the challenge of linguistics looms large. There are 24 official languages in Europe and over 200 languages spoken among the different cultures and nationalities. Educating all the different stakeholders becomes a daunting thought. And you can’t just solve it by expecting everyone to use ‘business English’. It’s more nuanced than that. You want to keep your brand messaging consistent, but even in English, different things resonate with different audiences, regardless of whether you are categorising them by language spoken, country of residence or specialism. Fundamental to any European launch campaign is message testing.

According to US journalist Sydney J Harris: “The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out, communication is getting through.”

Which is why I am a great believer in research! Media, patient advocate and marketing advisory boards should all form a core part of any launch readiness plan. Conducting ad boards generates such rich insights, simply by giving experts in their field a safe space to express their honest views on your communication and patient education campaigns. Such insights can be invaluable in helping you tell your story to your key stakeholders.

As communicators, we have an ever-expanding list of channels to choose from. Despite the exponential growth in social media, traditional media is still an important channel.

We are taught at PR school that reputation is all about trusted endorsement. Who do people in Europe trust? As with everything else across Europe, the picture is somewhat heterogeneous and there are ever-changing levels of influence from the media, peers and trusted experts. The 2024 Edelman Trust Barometer confirms the disparity. In Spain, 70% of people worry that journalists are not telling us the truth. In Germany only 46% of people expressed this worry. Most countries in Europe trust national media more than local media, social media or their peers. However, also in Germany, trust is placed in local media above the others.

Couple this wealth of data with the different regulatory environments and you can see the level of communications sophistication required.

Analogous to the famous banking brand, the key to a commercially successful drug launch across Europe is a so-called ‘GLocal’ model – global colleagues working in close partnership with local ones – quite obviously. Or is it? This way of working takes account of consistent brand strategy and messaging but requires local investment to deliver them to the right people in the right way at the right time… and with the correct nuances of course.

Invest time in understanding the media and patient advocacy landscape, thoroughly test your messages with the key stakeholders, and act on what they have to say. And don’t forget to look back and review how you’ve done and learn from it. Then you’ll be off to a flying start.