Stakeholder environment
Simple: Prescribers, then payers
Launch positioning
First line, mass market
Launch type
Two types of launch: small molecule or biologic
Promotional model
Share of Voice, Rep lead
Payer focus
Price
Company type
Most commercially successful launches by top 10 Pharma
How Has The Launch Environment Changed?
PAST
PRESENT
FUTURE
PAST
PRESENT
FUTURE
Stakeholder
environment
Complex: interconnected web
of multiple stakeholders,
Payers dominant
Promotional model
Multichannel, digital share higher for more successful launches
Launch positioning
Later line, segmentation
Payer focus
Value, health technology assessment
Launch type
Cell and gene therapies lead ATMPs, molecules joined by digital launches
Company type
Small/mid sized Pharma also launching successful specialty
PAST
PRESENT
FUTURE
Stakeholder
environment
Complex: personalised and
patient journey based
Promotional model
Orchestrated for individual prescriber journeys
Launch positioning
Companion diagnostic, biomarker, genotype defined
or otherwise personalised
Payer focus
Outcomes, Real World Evidence, new funding approaches
Launch type
Further new types of launch achieve commercial success
Company type
Non-conventional pharma companies launch products
PRESENT
FUTURE
FUTURE
PAST
PAST
PRESENT
PRESENT
FUTURE
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Past
Stakeholder environment
Complex: interconnected web of multiple
stakeholders, Payers dominant
Promotional model
Multichannel, digital share higher for more successful launches
Launch positioning
Later line, segmentation
Payer focus
Value, health technology assessment
Launch type
Cell and gene therapies lead ATMPs, molecules joined by digital launches
Company type
Small/mid sized Pharma also launching
successful specialty
Present
Stakeholder environment
Complex: personalised and patient journey based
Promotional model
Orchestrated for individual prescriber journeys
Launch positioning
Companion diagnostic, biomarker, genotype defined or otherwise personalised
Payer focus
Outcomes, Real World Evidence, new funding approaches
Launch type
Further new types of launch achieve commercial success
Company type
Non-conventional pharma companies
launch products
Future
