PERSPECTIVES

Explore perspectives from the Litmys team on trends, challenges, and opportunities influencing how innovation reaches the market.

Aug 19, 2026

What One Forbidden Question Revealed About Physician Decisions and How It Contributed to the Fastest Launch in Industry History

Why the question a client almost stopped revealed what was really driving physician behavior, and what it taught me about the difference between clinical value and real-world adoption.

Doctor raising one finger during an interview

Aug 12, 2026

We Have More Data Than Ever. I'm Not Sure We Have More Insight.

Why more interviews, more data, and better technology may actually be leaving us with less understanding of our customers.

Aug 5, 2026

The Scotch, the Doctor, and the Lesson I Almost Missed

Why the most valuable market insight may come from one conversation, not a thousand data points.

Doctor at their desk with a glass of scotch

Jul 29, 2026

A Harvard Biotech Company Founder Refused to Meet With Me. She Ended Up Hugging Me.

How early commercial assessment can challenge founder assumptions, build investor confidence, and reveal a product’s true market potential.

Biotech Founder and Business Person Walking in Boston

Jun 30, 2026

It Is Better to Look Good Than to Feel Good

Why do patients faithfully take some medications while abandoning others with far greater clinical importance? The answer lies in how people discount future consequences and immediate rewards.

Jun 10, 2026

The Question Biotech Companies and Investors Ask Too Late — and It's Costing Them Billions

Approval answers whether a product can be marketed. Adoption determines whether it becomes a business.

May 19, 2026

The Wanamaker’s PGA Trophy: A Retail Lesson Every Biotech CEO Should Understand and Learn From

From Wanamaker’s to biotech, exploring how markets, behavior, and commercial realities shape long term success.

Aaron Rai, of England, holds the Wanamaker Trophy after winning the PGA Championship golf tournament (AP Photo/Matt Slocum)

May 14, 2026

The So What, Who Cares (SW2C) Test

The SW2C test helps companies determine whether a product solves a meaningful enough problem for stakeholders to change behavior.

Physician contemplating the questions "so what?" and "who cares?"

May 8, 2026

Approval Does Not Equal Adoption: Why getting payers to show their cards early is critical to your launch

Understanding payer resistance before launch can fundamentally change commercialization strategy.

May 1, 2026

AI Can Scale Interviews, But Can It Replace Understanding?

A look at the growing role of AI in market research and why scaling conversations is not the same as truly understanding them.

Apr 30, 2026

Your New Product: Is the Juice Worth the Squeeze?

Commercial success depends on more than clinical promise. It depends on whether physicians believe the change is worth it.

Dec 4, 2025

Win the "So What, Who Cares" Moment With Investors at JPM or Biotech Showcase

You may have 30 minutes to present at J.P. Morgan's Healthcare Conference or Demy-Colton/Informa's Biotech Showcase, but you only get 2 to hook an investor.

Nov 20, 2025

Early Commercial Input to Clinical Trial Design Matters Because Your Endpoints Drive End Results

What today’s launch challenges signal about the future of evidence development and market adoption

Balancing FDA requirements with real world needs

Oct 21, 2025

Are GLP-1s Signaling the Future of New Life Science Product Value Creation?

What the GLP-1 market reveals about the next era of value creation and payer-driven pricing dynamics

Sep 2, 2025

Lessons Learned About Decoding Demand From Working with the Maryland Lottery

What a Baltimore lottery player taught me about listening, insight, and lasting impact

Apr 24, 2025

An Older Physician Is Being Pushed Out of a Practice by His Partners and Why It Matters to Life Science Companies

What one physician’s story shows about the widening gap between patient care and practice economics

Feb 26, 2026

De-Risking Life Sciences Investments

How early commercial clarity transforms science into better, faster returns

Life sciences investment strategy and adoption risk framework

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