De-risking Drug Development is a five-part podcast series that explores the business-critical decisions that take place at each stage of the drug development process. We know that novel therapies often don’t meet their revenue expectations, but through informed decision-making, you can minimize risk and maximize the probability of commercial success. Episode five is the last in our series, and we focus on post-launch market development and how to expand the use and value of your product over time. Exploring lifecycle optimization for biotech companies, our experts discuss the importance of planning as early as Phase 1-2 clinical trials, and thinking globally from the outset. They discuss an alternative definition for TPP, which is “target product potential” and how this emphasizes the future possibilities and opportunities for the product beyond its initial approval. Lastly, each of our speakers shares one key piece of advice that biotech developers should – but often don’t – consider at this stage of the product lifecycle.