The biopharmaceutical industry has a reputation for being averse to change. This is likely because traditional approaches to drug development have withstood the test of time, delivering safe and effective drugs for decades. However, new market dynamics, such as growing competition from biosimilars and niche drugs targeting smaller patient populations are reshaping how drugs are produced and sold. The saying 'If it isn’t broke, don’t fix it' no longer suffices in a market focused more on efficiency and flexibility in manufacturing. Instead, these qualities have become the foundation of managing demand uncertainty and appropriately preparing for a wide range of possible launch outcomes

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