Regulators approve.
Everyone else decides.
Too many promising products meet regulatory requirements yet still miss their forecasts. Often, the problem isn't the science, but a failure to ask payers, physicians, health systems, and patients early enough what would make them change their behavior. Those answers are knowable early, but often sought only after pivotal trial designs are locked and the cost of acting on them has risen sharply.
PAYERS
Reimbursement and value
PHYSICIANS
Clinical acceptance and workflow
HEALTH SYSTEMS
Operational fit and resources
PATIENTS
Access, affordability, and adherence
Adoption comes down to three questions.
Is it meaningfully better?
Does it deliver enough additional value to change someone's current approach?
How hard is it to adopt?
What are the real-world barriers — clinical, operational, reimbursement, or behavioral?
Who is willing to go first?
Which customers will lead, and what will it take to bring them along?
Who is willing to go first?
Which customers will lead, and what will it take to bring them along?
What's inside the book.
WHY GOOD PRODUCTS UNDERPERFORM
Common reasons strong science and regulatory success don't translate into market uptake.
THE DEVELOPMENT DECISIONS THAT SHAPE COMMERCIAL SUCCESS
Where to focus, what to test, and how to generate the right evidence to reach your next milestone.
WHAT ACTUALLY DRIVES ADOPTION
The factors that matter most to payers, physicians, health systems, and patients — and how they interact.
HOW TO QUANTIFY ADOPTION RISK EARLIER
Practical frameworks to assess and reduce adoption risk before it becomes valuation risk.
Where experience meets insight.
Harris is a trusted advisor to life sciences companies, with deep experience in commercial strategy, market access, and product launch planning. He has supported more than 125 product launches across therapeutic areas, working with global biopharma, emerging companies, and investors to turn insight into impact.
Harris brings a rare combination of strategic rigor and real-world experience. This book captures lessons every life sciences leader should understand before, not after, launch.
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— SENIOR BIOTECH EXECUTIVE
What people are saying about Approval Is Not Adoption
The lessons in Approval Is Not Adoption are resonating with leaders across the life sciences industry. See what they have to say about the book and its approach to understanding adoption risk.