Cracking the code: How European biotechs can win in the US market

At Frontiers Health 2025, Mike Ryan, General Manager Europe at EVERSANA, tackled one of the most pressing questions for emerging pharma and biotech companies: how to successfully launch in the US from a European base. The discussion, featuring seasoned industry voices, highlighted both the challenges and the growing opportunities for cross-border commercialisation.

The consensus? Entering the US market is no longer an insurmountable task. Advances in outsourced commercialisation, digital tools, and patient-centric models have levelled the playing field for smaller companies. Where once building a full-scale infrastructure was a prerequisite, today partnerships and modular solutions allow leaner, faster launches without compromising brand integrity.

Technology is a key enabler. Direct-to-patient models simplify navigation through complex systems like copay cards and drug delivery, while AI-driven insights transform how companies identify and engage patients. In the US, the availability of high-quality data means not only knowing where patients are, but predicting where they will be – enabling proactive resource allocation and more efficient market entry.

Policy shifts, such as the US administration’s Most Favoured Nation pricing approach, add complexity, but Ryan sees change as an opportunity, rather than a barrier. Markets adapt, and innovation in both science and delivery remains the industry’s constant. For European companies, the imperative is clear: prepare thoroughly, understand the nuances of US healthcare, and embrace new models that reduce risk and accelerate speed to market.

The takeaway? Success in the US requires more than great science – it demands strategic agility. With the right partners and technology, even emerging biotechs can compete on equal footing with big pharma. For those willing to innovate beyond traditional launch playbooks, the door to the world’s largest market is wide open.