CBI West Coast Summit on Medical Device and Pharmaceutical Commercialization and Product Launches

Sep. 24, 2009-Sep. 25, 2009
Parc 55 Hotel
San Francisco, CA
www.cbinet.com/show_conference.cfm?confCode=PC09181&field=summary

Description:

Executives from our Brand Management and Managed Markets Practice will have leadership roles at this event. Fahti Khosrow-Shahi, Senior Vice President, and Emily Hua, Vice President, both of our Brand Management Practice, will present a pre-conference workshop on developing a comercial plan for launch. Also, Kevin Barnett, Senior Vice President and Practice Area Lead, Managed Markets Practice, will present a session on developing a reimbursement and access strategy in preparation for launch.

Abstract:

Blueprints for Exceptional Biotech and Pharmaceutical Product Launches -- Developing Comprehensive Commercial Plans to Support a Successful Launch

Launch is a critical time for any pharmaceutical or biotech product. In today’s pharmaceutical environment, however, product launch and the 2 to 3 years preceding it, are more important than ever before. In a world of shrinking budgets, aggressive competition and reduced periods of exclusivity, marketers cannot afford the months or even years of recovery time that result from missing the mark on any aspect of commercialization. Consequently, product planners and marketing leaders must increase their efforts to develop commercial plans that maximize their products’ commercial viability. Additionally, they must ensure that the logistical aspects of launch are closely managed and in coordination with one another. This interactive workshop provides a broad understanding of each stage of commercial planning and suggests best practices for managing the logistics of launch in the context of today’s pharmaceutical environment. Workshop participants also have the opportunity to collaborate with each other during an interactive working session to determine the timing of each commercial planning and logistics-related activity during this critical phase of a product’s lifecycle.

I. Develop a Blueprint for Managing New Product Commercial Development

Define the significance of each state of the product lifecycle, taking into account influencing factors of today’s pharmaceutical environment, from early stage commercial planning through launch
Develop a commercial opportunity assessment while laying the foundation for a successful launch

II. Define Key Activities and Deliverables at Each Stage of Development

Explore functional areas responsible for completing key activities throughout the lifecycle and how those functional areas must collaborate

III. Manage Logistical Aspects 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 oversee and track the activities of the various players prior to, during and post launch
Build reports to keep senior management informed along the way

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Develop a Comprehensive Reimbursement and Market Access Strategy for Launch

The reimbursement and access environment for pharmaceutical, biotech and medical device 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 outlines the key considerations and requirements for developing an effective pricing, reimbursement and access strategy. Topics of discussion include: