Optimizing Strategy and Execution to Achieve Launch Excellence
A successful product launch is far more than a single event—it is the culmination of months or often years of meticulous planning, cross-functional collaboration, and strategic execution. With increasing complexities in regulation, competition, and healthcare systems, achieving launch excellence is both a strategic imperative and challenge. Whether you are launching a novel therapy, a new subclass or a competitive off patent product, this guide outlines the critical steps over a 36-month timeline to help pharma companies achieve a seamless product launch, ensuring maximum commercial success and patient and stakeholder impact.
36 Months to Launch: Establish the Foundation
The journey to launch excellence begins as early as mid-phase 2 of clinical development. During this stage, companies should focus on setting the strategic direction, defining the market landscape, and aligning internal resources.
- Build a Launch Squad: Establish a cross-functional launch team that includes marketing, medical affairs, market access, and regulatory experts. Investing in team capability through a “Launch Academy” or similar programs ensures everyone is equipped with the necessary expertise and tools.
- Conduct Competitive Intelligence: Start gathering insights on competitors’ key milestone timelines to shape engagement strategy , Standard of Care patient dynamics and unmet needs on competitor products, competitor product features and benefits, and related promotional and engagement strategies. Understanding key market events early enables proactive planning to counter competitor strategies.
- Engage Early with Stakeholders: Build relationships with HCPs, payers, and regulatory bodies. Establishing a compelling value proposition and creating awareness around the product’s potential benefits can generate early support and interest.
24 Months to Launch: Intensify Pre-Launch Preparation
As the product progresses through late-stage clinical trials, pre-launch activities should focus on creating momentum and addressing market readiness.
- Define Market and Positioning: Use insights from market research to identify unmet needs and shape the product’s positioning. Develop core messaging that highlights the clinical and economic benefits of the drug.
- Develop Stakeholder Communication Plans: Tailor communication strategies for key stakeholders, including HCPs and payers. Focus on addressing their specific needs, such as clinical data, cost-effectiveness analyses, and real-world applications.
- Plan Market Shaping Activities: Organize educational initiatives, advisory boards, and pre-launch campaigns to inform and engage stakeholders. Building familiarity with the product ahead of launch can create anticipation and reduce adoption barriers.
12 Months to Launch: Ensure Organizational Readiness
In the final year before launch, ensuring readiness across teams, markets, and external stakeholders becomes the top priority.
- Assess Team and Market Preparedness: Conduct readiness assessments to identify gaps in capabilities, knowledge, or resources. Address any deficiencies through targeted training, resource allocation, or process improvements.
- Focus on Compliant Content: Work closely with regulatory teams to ensure smooth submission and approval processes. Begin to plan and create compelling content that is compliant and meets market and end user needs.
- Refine Messaging Through Testing: Test core messages with both physicians and patients to ensure they resonate and drive the desired impact. Use these insights to fine-tune materials and strategies for maximum effectiveness.
Launch Phase: Deliver with Excellence
The launch itself marks the culmination of years of preparation. However, success requires maintaining agility and a commitment to continuous improvement.
- Execute with Precision: Roll out campaigns and educational initiatives as planned, ensuring compliance with industry regulations. Monitor execution to quickly address any operational hiccups.
- Leverage Digital Tools: Use AI and analytics platforms to personalize engagement, optimize outreach channels, and measure campaign performance in real time. Sophisticated digital tools can enhance efficiency and maximize reach.
- Monitor and Adjust: Launch is not a one-time event. Continuously track performance metrics, including sales, market share, and stakeholder feedback. Use these insights to refine post-launch strategies and address unforeseen challenges.
Post-Launch: Build for Longevity
The period immediately after launch is critical for sustaining momentum and maximizing market impact and engagement. Beyond initial success, companies must focus on long-term sustainable performance.
- Engage with Stakeholders: Maintain open communication with HCPs, patients, and payers to build trust and gather feedback. Highlight real-world evidence of product benefits to strengthen market position, including case studies and testimonials
- Invest in Continuous Learning: Foster a culture of ongoing measurement, insight gathering and and learning within the organization. By analyzing successes and failures, teams can improve strategies and execution for future launches.
- Expand Market Reach: Consider indication-based synergies to unlock new growth opportunities. Tailor strategies to the unique needs of emerging markets or niche patient populations and aligned HCP segments.
Engencia Recommendation
A pharma product launch is a marathon, not a sprint. By following a structured approach—spanning early stakeholder engagement, comprehensive pre-launch preparation, organizational readiness, and continuous post-launch optimization—pharma companies can significantly increase their chances of success, and build launch excellence capability along the way. The stakes are high, but with careful planning, a patient-centered focus, embedding team capability enabled by innovative digital tools, achieving launch excellence is within reach. Whether you are 36 months or 6 months away from launch, we can support your journey to excellence. Are you ready to define your launch strategy and deliver an excellent launch? Contact Engenica today to explore how we can support your journey to launch excellence.