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Brand success decided pre-launch
Posted 18 June 2026 AM
The success of a new brand is determined well before it launches. That's the insight from analysis by ZoomRx of more than 40 brand launches in oncology from pre-launch to 24 months in the market.
The ZoomRx Laggards and Leaders report found that the top performers in the upper 20 per cent penetration after two years entered launch with a 25-point aided awareness advantage over the bottom 20 per cent of brands, with the top launches averaging 75 per cent aided awareness on Day 1, and the bottom 55 per cent. That gap almost never closed.
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