In theory, successfully commercializing a product is straightforward; in reality it is not. In this comprehensive discussion, Matthew McLoughlin, MD, ex-Head of Advisory Services and Head of the Executive Committee for Kinapse is joined by Gustavo Kesselring MD, current Academy Vice President for the International Federation of Associations of Pharmaceutical Physicians and Pharmaceutical Medicine (IFAPP) to discuss evidence generation to meet the needs of external stakeholders, the ability to bring actionable insights into the company, and the need for revamping of knowledge acquisition.