The launch of a product is the most critical (and the most vulnerable) point in its life cycle. There is a myriad of processes to navigate and decisions to make. The three questions most often asked are:
"How will the right levers be most effectively deployed to reach stakeholders and execute our brand strategy?"
"To avoid common launch pitfalls, what should our roadmap of activities and hiring requirements look like?"
"How do we manage budget and timing to meet stakeholder needs, improve patient outcomes, and grow?"
Understanding the strategic imperative of the brand informs what needs to be done. This focuses on the patient journey from the first trigger event through treatment and follow up, as well as integrates the greater health ecosystem of payers, prescribers, and influencers.
Implementing a proven framework that has been used in over 100 launches, we begin with the patient journey which provides a foundation for the launch process and ensures fulfillment of the brand strategy. We begin by evaluating the commercial potential of a new asset and determining both the opportunities for success as well as the potential obstacles to navigate and address to create maximum impact for the brand at launch and beyond.
We implement and manage a launch framework aligned with the brand’s strategic imperatives to minimize risk and maximize cross-functional alignment. The roadmap identifies milestones, captures pivots when required, and provides a process to ensure that brand strategy is realized and that all deadlines are met. In collaboration with the launch team, we continually assess the plan so that we are optimizing opportunities as the plan evolves.
Medical Affairs plays an increasingly indispensable role in influencing and fulfilling strategic objectives organization-wide, while also being expected to provide evidence of the outcomes of their work. A well-orchestrated plan combined with insights gathered pre-launch will help to augment strategy and indicate early adopters, as well as identify external and internal partnerships, research opportunities, and refinement of value and access. In many cases, MSLs who are engaging in scientific discussion pre-launch may be retained post-launch to maintain continuity and increase the barriers to entry for competitive treatments.
Launch plans can be easily disrupted when significant resources or headcount are unavailable. We provide utility players who are strong leaders and offer strategic guidance and tactical expertise in several key areas. Selected for both their experience and cultural alignment, these individuals become an extended member of your team, integrating seamlessly to fill in the gaps to ensure that all deliverables are met, and that the launch plan stays on course.