CBI's Commercialization Strategies for Pharmaceutical Product Launches
Dec. 8, 2009-Dec. 9, 2009Doubletree Hotel
Philadelphia, PA
www.cbinet.com/show_conference.cfm?confCode=PC09171&field=summary
Description:
Darius Naigamwalla, Global Practice Area Leader, and Tom Luginbill, Vice President, both of the Brand Management Practice, will present a pre-conference workshop on strategies and best practices for managing the logistics of launch. Also, Tony Lanzone, a Vice President in the Managed Markets Practice will present a health policy outlook for 2010, and discuss the implications for commercialization.
Abstract:
Ensuring Exceptional Product Launch: Developing a Comprehensive Commercial Plan to Excel Amid Tough Economic Times
In order to be successful, the current economic climate requires that pharma and biotech organizations “do more with less.” If this wasn’t challenging enough, organizations also must factor an increasingly tough regulatory environment, heightened competition, and the growing importance of payers into their decision making and planning processes.
Commercial professionals cannot afford the years of recovery time that can potentially result from errors on any aspect of commercialization. As a result, commercial professionals must increase efforts to determine “what needs to be done by when” and develop integrated, cross-functional plans that maximize their products’ commercial potential. Additionally, they must ensure that the logistical aspects of launch are closely managed and coordinated to make sure the organization is moving in lockstep. This interactive workshop provides a broad understanding of each stage of commercial planning and suggests strategies and best practices for managing the logistics of launch. In addition, it features a 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.
Key Questions to Be Addressed
- What needs to be done, and when?
- How do we ensure cross-functional alignment?
- What are key strategies and best practices for managing launch logistics?
I. Construct a Plan for Managing the Commercial Development of a New Product
- 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 for Each Stage of Development
- Explore functional areas responsible for completing key activities throughout the lifecycle and how those functional areas must work together
III. Manage the Details and 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 oversee and track the activities of the various players prior to, during, and following launch
- Establish reports to keep senior management informed throughout the process
Health Policy Outlook for 2010 — Key Considerations and Implications for Commercialization
In 2009, a number of important health policy issues came to the forefront on Capitol Hill. As we approach 2010, these policies remain top of mind for many in the pharmaceutical and biotech industry. As politicians and policy makers continue to debate options to reform our healthcare system, pharmaceutical and biotech companies are working to understand the potential effects of policy changes, both large and small. In this session, we take a closer look at the healthcare policies that emerged in 2009 and their implications on the way pharmaceutical and biotech companies develop, market and sell their products. We also take an in-depth look at what might be coming in 2010 and how pharmaceutical marketers can begin to develop strategies and tactics to address these potential changes. This session discusses:
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The key legislative issues facing the industry
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How to proactively plan for and address the potential changes in healthcare policies
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The key considerations and implications for specific policy changes, including:
* The Medicare Part D Non-Interference Clause
* comparative effectiveness research
* expanded health coverage
* follow-on biologics
* drug importation
* health information technology
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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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