Beginning to Tackle a Pharma Launch Top 10 Lessons Learned

Recently, I had the opportunity to sit down with a former colleague, Elizabeth Enders Menon, Launch Excellence Lead at UCB, to discuss Launch Best Practices. I was in preparation mode for a training session with some of our internal team, and while I’ve worked the client side on launch, it had been a minute, and I wanted to enlist expertise to validate my thoughts and garner more real-time perspective. The session was so helpful, I thought it would be great to share it more broadly. Spoiler alert – no 2 launches are EVER the same, things NEVER go according to plan, and don’t let the intimidation factor get to you too much – there are always unknowns in a launch, no matter how many you’ve done. Being decisive is key. Here were our top 10 takeaways:

1. Every Launch is Unique: Each launch is a unique journey filled with unknowns and opportunities for growth. What worked for one launch is not guaranteed to work for the next. Enlist the support of your cross-functional colleagues, vendor partners, and intel on industry trends.
2. Timing is Crucial: Ideal launch timelines often start 24-36 months out, but marketing efforts usually ramp up around 18 months prior, especially for Global-to-US focused launches.
3. Expect Changes: Be prepared for changes. No launch ever goes according to plan, and typically, around the 6-8-month mark post-launch, there is often an opportunity or need to make adjustments and/or course corrections. If you’re on the vendor side, Menon shares, “Usually there is a rule: there is no movement in 12 months…but honestly around the 6- month mark…check back in as things change.” Brands are finding their ability to pivot quickly is a critical advantage.
4. Peer-to-Peer Influence is Key: Start building relationships years before the launch. This is often an after-thought, and it’s too late, as this effort requires authenticity, time, and care. This can be done through congress involvement and participation, advocacy efforts, genuine curiosity and intentionality, and can continue through establishing speaker bureaus, etc.
5. National Broadcasts Still Matter: Post-COVID, national broadcasts remain a common launch initiative that helps with peer-to-peer influence and the ability to reach a large audience to drive share of voice more cost-effectively and efficiently.
6. Collaboration is Essential: With numerous vendor partners involved in a launch, even in smaller-scale launches, playing well in the sandbox with others is critical. Each vendor partner brings a skill set and capabilities unique to the launch. Understand what they are and how to collaborate effectively to drive the greatest impact.
7. Market Access is a Major Factor: According to Deloitte, 1/3 of launches don't meet their forecast, and the #1 driver of this is market access. Ensure you’re working across disciplines and teams early and often to secure favorable positioning upon launch.1
8. There's Always Room for Improvement: No matter how many launches you've done, there's always a chance to add value, improve, and grow. Whether it’s your first launch or you’ve done 13+, dynamics change.
9. Decision-Making is Key: The goal is not perfection. It's about making informed decisions, moving forward, and adjusting accordingly. Don’t let the market and competition make the decisions for you.
10. Now is a Great Time to Get Involved: With the number of active biotech products in phase 3 trials increasing 400% over the past decade, now is a great time to get launch experience. 2

Remember, every company's secret sauce of success varies, from its culture to ambition, structure, and risk mitigation. So, whether you are on the client side or vendor partner side, don't let the intimidation factor get to you. Embrace the unknowns, be decisive, and keep learning.

It’s worth noting that Relevate Health worked with over 15 launch brands in 2023. We have a lot of expertise in data-driven strategy, market access capabilities from Phase III through LOE, population health and system-level expertise, and HCP marketing strategy through activation experience to drive brand performance and ensure launch readiness and beyond.

If you want me to share the typical timelines and key initiatives I have used, email me at julie.granberry@relevatehealth.com.

References: 1. Deloitte. https://www2.deloitte.com/us/en/insights/industry/health-care/key-factors-forsuccessful-drug-launch.html 2. Tufts CSDD: https://www.centerwatch.com/articles/26758-number-of-phase-3-biotech-trialsincreases-400-percent-over-decade-studyfinds#:~:text=The%20number%20of%20active%20biotech,13.7%20percent%20observed%20si nce%202012.