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Go-to-market innovation in 2028: Essential disruption dimensions for thriving in the new European healthcare landscape

As we look ahead to 2028, the European healthcare market is poised for significant disruption.

Evolving consumer demands, regulatory reforms, technological breakthroughs, and new competitive forces are reshaping the landscape. For both new and established brands, go-to-market strategies that were once effective may no longer be enough to drive success. To thrive in this new paradigm, companies must embrace innovation across several critical dimensions.

Value-based positioning and pricing

As value-based care models gain traction, brands must shift their positioning and pricing strategies to demonstrate tangible clinical and economic value. Outcome-based pricing, risk-sharing agreements, and innovative reimbursement models will become increasingly important. Brands that can quantify their real-world impact on patient outcomes, healthcare costs, and system efficiencies will have a significant advantage.

Digital engagement and virtual care

Covid accelerated the adoption of digital health solutions, and this trend will only intensify by 2028. Patients will expect seamless virtual consultations, remote monitoring, and on-demand access to care. Brands that invest in user-friendly digital platforms, telemedicine capabilities, and data-driven personalisation will gain a competitive edge. Moreover, leveraging AI and machine learning to optimise digital patient journeys and deliver hyper-personalised experiences will be essential.

Strategic partnerships to ignite new thinking

Navigating the complex healthcare landscape of 2028 will require new strategic partnerships with a wider and more diverse range of stakeholders, including universities, supply chain, and data and technology companies. Products that can effectively leverage partnerships with new provider types to co-create solutions, access new channels, and deliver integrated care experiences will thrive in every market.

Agile innovation and market responsiveness

The pace of change in healthcare will only accelerate, driven by rapid technological advancements, shifting consumer preferences, and evolving regulatory frameworks. Product teams must adopt agile innovation processes and nimble go-to-market awareness to quickly adapt to market dynamics. This will require a culture of experimentation, rapid prototyping, and data-driven decision-making.

As the European healthcare landscape undergoes this transformative shift, brands that prioritise go-to-market innovation across these critical dimensions will be well-positioned to capture new growth opportunities and deliver superior patient experiences. Those that fail to adapt risk being left behind in this new era of healthcare.

Uniphar is a trusted global partner to 200+ of the world’s best known Pharma & MedTech organisations. We provide tailored specialist services and solutions for our clients’ changing needs, and work to improve patient access to medicines around the world.

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Nick Bartlett
Nick Bartlett
Nick is Director of Consulting, Uniphar Commercial.


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