CBI's Forum on Commercialization Strategies for Pharmaceutical Product Launches
Dec. 15, 2008-Dec. 16, 2008Loews Philadelphia Hotel
Philadelphia, PA
www.cbinet.com/show_conference.cfm?confCode=PC08071&field=summary
Description:
Preparing for Launch: Comprehensive Commercial Planning and Logistics Management for Product Launch
Tom Luginbill, Vice President, and Michael Turner, Senior Practice Executive of our Brand Management Practice will provide a comprehensive understanding of each stage of commercial planning and suggest strategies for managing the logistics of product launch. Also, Kevin Barnett, Senior Vice President, will outline the key requirements for developing an effective pricing, reimbursement, and access strategy.
Abstract:
Preparing for Launch: Comprehensive Commercial Planning and Logistics Management for Product Launch
Launch is a critical time for any pharmaceutical or biotech product. During the 2 to 3 years leading up to a launch, product planners and marketing leaders must develop commercial plans that will maximize their product’s commercial viability. In addition, they must ensure that the logistical aspects of the launch are managed expertly and in coordination with one another. Conducting such a complex array of strategic and tactical preparations can be extremely challenging and mistakes can be costly. This interactive workshop reviews best practices for doing this, provides a comprehensive understanding of each stage of commercial planning and suggests strategies for managing the logistics of launch. In addition, the workshop features an interactive working session during which delegates collaborate to determine the timing of each commercial planning and logistics-related activity during this critical phase of a product’s lifecycle.
I. Proactively Manage the Commercial Development of a New Product
- Identify the significance of each state of the product lifecycle from early stage commercial planning through launch
- Develop a commercial opportunity assessment while laying the foundation for a successful launch
II. Establish Key Deliverables and Activities at Each Stage of Development
- Explore the functional areas responsible for completing key activities throughout the lifecycle and how their functions must work together
III. Manage the Logistics of a Product Launch
- Identify and manage the internal functions that will play some part in launch including Marketing, Sales, Medical Affairs, Manufacturing, Trade, Distribution and others
- Create work plans for each critical function and/or sub-team that will have launch-related responsibilities
- Develop a “launch playbook” to use in order to oversee and track the activities of the various players prior to, during and post launch
- Establish reports for keeping senior management informed along the way
Developing a Comprehensive Reimbursement and Access Strategy for Launch
The reimbursement and access environment for pharmaceutical and biotech products is changing dramatically. Shifts over the next few years will have major effects on the competitive dynamics for many products, and have the potential to seriously impact the commercial viability of products over time. Organizations need to prepare themselves by developing and executing strategies for the managed markets that will ensure long-term product success. While launch is certainly the pinnacle in the lifecycle of a product, preparing for pricing, reimbursement, and access challenges begins long before launch.
This session will outline the key considerations and requirements for developing an effective pricing, reimbursement, and access strategy. Topics of discussion include:
- Increasing importance of payers
- Evolving reimbursement dynamics
- Key managed markets segments
- Managed markets launch requirements and priorities
- Payer value proposition development
- Pricing and contracting strategy development
Feature Articles
Sales Force of the Future: Driving Effective Sales Training in the Era of the Fading Blockbuster - SPBT's FOCUS Magazine
George Schmidt, Senior Vice President of the Sales Practice, discusses the impact of the current pharma and biotech landscape on sales forces and Training & Development departments....
George Schmidt, Senior Vice President of the Sales Practice, discusses the impact of the current pharma and biotech landscape on sales forces and Training & Development departments....
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