Keys to Launch Success

Mistakes, omissions, or hurried strategic planning prior to launch can prevent a product from ever reaching its full commercial potential.  Even though brand teams are all too aware of how much rides on a successful launch, most product launches experience unforeseen delays and many of the products fail to meet performance expectations in their first year on the market.

Over the years, we’ve helped our clients launch dozens of products and new indications in a wide array of therapeutic areas.  Our functionally focused practice teams can work closely with you to help you maximize the probability of launch success.  Based on your needs, we can use a comprehensive approach or simply “zero in” on key areas of need.  Here is a brief overview of how our various practice areas can help you at launch.

Brand Management Practice:  Ensures that your launch plans are “bullet-proof” and that nothing falls through the cracks during launch planning or execution.  Sample offerings:

• A comprehensive pre-launch audit (to ensure that your planning and activities are on track)
• Launch strategy development
• The Launch Playbook® series of tools and services to streamline the launch planning and management process
• Project management support (before and during launch)

Managed Markets Practice:  Helps ensure that managed markets do not become a barrier to uptake and acceptance of your product.  Helps your product gain the required level of managed markets access and makes sure you can leverage that at launch.  Sample offerings:

• Access and reimbursement strategy
• Account prioritization and targeting
• Account manager training/preparation
• Pull-through strategy development

Medical Affairs Practice: Helps ensure that new product and new indication launches are appropriately supported by medical-affairs-related efforts. This can be critical, especially in complex specialty markets. Sample offerings:

• Medical Affairs Strategy
• Medical Communications Strategy
• RML/MSL Strategy
• Medical Affairs Operational Planning
• Advocacy Plan
• KOL Plan
• Medical Information Plan
• Publication Plan

Sales Practice:  Makes sure that sales reps are ready to “hit the ground running” at launch by consistently delivering key messages and effectively handling anticipated objections.  Identifies and corrects problems before they can get into the field.  Sample offerings:

• Pre-launch Interactive Sales Assessments and Training
• Sales force strategy and design

Trade and Distribution Practice: Helps clients contract more effectively with specialty pharmacies, monitor performance, and maximize the value they receive from their specialty pharmacy partners. Sample offerings:

• Market assessment
• Distribution strategy
• Contracting strategy
• Performance monitoring
• Implementation and planning

For more information contact: cdunkley@campbellalliance.com