Moments of Truth – Voices from the Launch Arena

It’s launch time The heavy lifting of R&D and interaction with HCPs, regulators, and patient groups has been concluded and a coordinated ‘battle plan’ has been signed and sealed Time to exhale? Far from it.

Product launches require a particular intensity and commitment to survive a precarious period that is still being shaped by changing demands and regulatory pressures across healthcare systems. Fault lines can easily develop if organisations sit back and admire their hard work and anchor ambition to traditional formulae.

This new Launch Age, which is being forged in the pandemic’s aftershocks, scientific advances, and digital disruption, is littered with potential sinkholes and crevasses where hope, good intention, and profit projections can easily disappear.

It is a demanding, complex, and volatile environment, with organisations now launching multiple products across several indications a year, rather than working towards landmark blockbuster events.

Regulators are also placing more demanding and specific emphasis on engagement with patients while the influence of real world evidence – across healthcare systems, with their in-built idiosyncrasies – is creating a fresh reimbursement dynamic. Value, access, and affordability are always launch touchstones, but they are now subject to more nuanced metrics factored around engagement and performance.

And all this in a world where healthcare data is on an exponential growth curve and information is being consumed, and often diffused, across multiple channels where launches come thick and fast in bustling condition areas, where differentiation is essential.

Launch is way more than a countdown and blast off.

This Moments of Truth whitepaper is powered by unprecedented levels of front-line industry experience and their voices provide unique insights into this critical and hyper-competitive sector of pharma.