29 Jun 2018 by AXXELIS
In today’s business environment, the only thing that is constant is change.
The healthcare industry is undergoing a transformational journey in response to external changes: patient empowerment and expansion of digital health, the expanding power of payers and complexity of health care systems, evolving expectations of business conduct and growing pressure on resources.
Launch preparation is equally in constant need for adaptation to the external changes to ensure excellent preparation and launch success. The only constant is that every launch is unique and that a Brand will not be given a second opportunity to launch successfully.
Launch preparation and success implies having shaped the right strategy very early on and having achieved a clear and early alignment on the key “make or breaks” to achieve the desired behavioural changes and defining in a SMART way what success will look like at launch and beyond. Those are pre-requirements for a robust, focused and efficient launch preparation, so that patients can benefit and access to the right product and services at the right time for improved outcomes.
The 3 steps to launch success describe the contribution, alignment and preparation required by Global, Regional and Local Teams to maximise launch success. Comprehensive Guidance and Checklists can support your Teams, ensuring that your phase III program will address stakeholders needs beyond regulatory requirements, and preparing for launch focusing on what matters to a unique launch, when it matters.
Step 1: Shape Global Brand Strategy to meet the needs of Regions and Countries
Objective: Global Brand Strategy and Development Plan meets the highest unmet needs of multiple stakeholders, delivering tailored value propositions powering desired behavioural changes.
Critical Success Factors: an early and outside-in focus on the highest stakeholder unmet needs through high quality cross-functional input from local markets to shape Global strategy. Key Medical Experts are engaged early and co-own the Brand strategy.
Step 2: Regional Alignment on launch preparation and interactions to manage expectations.
Objective: Develop the launch preparation plan in the Region, via Local-Regional co-creation. Achieve full alignment on launch roadmap and ‘go to market’ model, objectives, KPIs, pre-launch guidance including benchmarks. Early identification of opportunities for co-creation of materials and of any gaps in Global deliverables.
Outputs: Regional launch sequencing, launch preparation roadmap in the region, key areas of focus (make or break for a given brand), SMART Objectives & KPIs. Global materials status, identification of gaps and co-creation opportunities, Pre-launch guidance agreed, with benchmarks, Brand-specific launch preparation checklist, key deliverables by function and timing, timely identification and hiring of appropriate costumer facing roles.
Step 3: Prepare, Prepare, Prepare: solving issues that matter, when it matters.
Objectives: Support Local launch preparation, focus on solving top 3 challenges preventing timely achievement of agreed objectives and plans. Identify and address, together, potential gaps through application of Local, Regional and Global collaborative expertise. Cross-country sharing of pre- and post-launch good practices and Global understanding of local markets and Brand strategy.
For more information on our Launch Support program, please contact Olivier Lallemant