Launch excellence in a disrupted world – challenges & opportunities

Overview The launch environment has undergone huge changes as the pharmaceutical industry’s focus has moved from primary care to specialty launch, but its future will be transformed even more radically. The advent of highly novel cell and gene therapies as well as prescription digital therapeutics is providing a serious set of forces for change in the market. Another comes from the challenges developed markets face, which renews the urgency for pharma companies to spread their launch successes beyond traditionally core markets. The pressures exerted by these forces require companies’ efforts in launch excellence to be able to ‘square the circle’ of better launch returns even as the launch environment becomes ever-more complex. To make sense of this landscape, this pharmaphorum webinar – in association with IQVIA – will look at the past, present and future of pharmaceutical launches. The event takes place on Wednesday 11th September from 11:00-12:00 BST. Focus •Traditional launch approaches: In the past, launch was defined as being the first two years of a product’s existence on the market. This is still a crucial time for any product’s launch, however, in an increasingly multi-indicational world, for many products, launch is no longer a one-off event. •Current best practice in launch: Which launches have been the most commercially successful in recent years? By using IQVIA data the webinar will provide a unique view of the way in which commercial success has changed and look at what has driven the high-fliers. •Future of launch excellence. The nature of innovation is changing very rapidly, and with it, both what is defined as launch, and the key capabilities and resources required for excellent launches. IQVIA experts will outline how to prepare for the future of launch excellence.