What is market shaping?
Market shaping refers to strategic initiatives that influence how a disease or treatment category is understood and managed. This may involve generating new evidence, redefining treatment goals, engaging with policy or guideline bodies, or introducing novel care models. It often requires long-term, cross-functional collaboration.
Why is market shaping important in pharmaceutical strategy?
It enables companies to create space for innovation, improve patient outcomes, and overcome structural or perception-based barriers. Market shaping can transform low-priority or crowded spaces into high-value opportunities by realigning stakeholder expectations and system incentives.
