Please login to the form below

6 critical success factors for flawless execution of a rapid first commercial launch

Annemarie Armstrong, Executive Vice President, US Head of Client Services, shares the key considerations for launching a first commercial product, particularly on a rapid timeline.

The success of any drug launch begins long before a regulatory agency gives the product the green light. From clinical development to commercialization, cross‑functional team collaboration is critical when bringing a new drug to market—even more so when the product is fast‑tracked or receives priority review. In the case of a company’s first commercial launch, the metaphor “building the plane while flying it” is often cited because so much is in progress.

As companies move from research and development (R&D) to commercialization, there are important decisions to be made and infrastructure required to support manufacturing, distribution, access, marketing, and sales—all of which are typically underway as pivotal trials are nearing completion. With a rapid approval of a first commercial product, launch planning fundamentals are even more important when every minute of every day counts.

Fishawack Health has had the privilege of working on dozens of new drug launches in recent years as the Brand Agency of Record—working with many biotech and biopharma companies on their first commercial launch. We’ve identified 6 critical success factors for fast-paced first commercial launches.

  1. EMPOWER A LAUNCH READINESS LEADERSHIP TEAM

In a more condensed launch timetable, multiple workstreams run in parallel and must move quickly. Cross-functional teams may not have the time or attention to detail to see how one workstream impacts another. Creation of an internal launch readiness team to oversee and align multiple, overlapping workstreams is fundamental, but some companies may not be fully staffed to do this in the run-up to a rapid launch.

Whether employing internal teams or outside partners, these team members should be part of key meetings and discussions to help the organization look at the individual workstreams in context of the big picture and connect the dots when needed. Disconnects can be surfaced by the launch readiness team with the help of their partners. Issues can be readily escalated to decision-makers and course‑corrections made quickly. The launch readiness team keeps teams on task, on time, and accountable.

DOWNLOAD THE FULL ARTICLE HERE

19th January 2022

Share

Tags

Company Details

Fishawack Health

+44 20 3328 1840

Contact Website

Address:
No. 3 Booths Park
Booths Hall
Chelford Road
Knutsford
Cheshire
WA16 8GS
United Kingdom

Latest content on this profile

Leveraging Real-World Evidence for Cell and Gene Therapies
Regulators and reimbursement bodies are increasingly turning to real-world evidence (RWE) to understand the long-term value of drugs, in particular novel therapies. Here, Mariam Bibi, Senior Director, Global RWE at PRMA Consulting, a member of Fishawack Health, reveals her advice for developing a successful strategy that meets the needs of every stakeholder.
Fishawack Health
Fishawack Health expands its value, evidence, and market access capabilities with the acquisition of HEOR consultancy Policy Analysis Inc. (PAI)
Fishawack Health announces its expanded global Value, Evidence, and Access (VEA) capability for biopharmaceutical and medical technology companies, with a suite of end-to-end services spanning product lifecycle, coupled with unsurpassed geographic reach.
Fishawack Health
What’s the top trend uniting patients, healthcare professionals, and payers? The desire for a connected customer experience
Milo Elmir, Managing Consultant, examines the trends changing the behaviors of 3 healthcare stakeholders—patients, payers, and healthcare professionals—and explores how building human-centered solutions will help biopharmaceutical and medical technology companies drive better engagement.
Fishawack Health
6 critical success factors for flawless execution of a rapid first commercial launch
Annemarie Armstrong, Executive Vice President, US Head of Client Services, shares the key considerations for launching a first commercial product, particularly on a rapid timeline.
Fishawack Health
How to innovate and influence people in times of misinformation
The pandemic has shown that public trust in promising new medical technologies is far from a given. Senior Writer Tom Vandyck at StoneArch, a member of Fishawack delves into the right approach to help companies with breakthrough innovations in their pipeline build consumer confidence.
Fishawack Health
Fishawack Health welcomes expert-led dermatology initiative FIDE to its group
Fishawack Health welcomes FIDE, an independent organization providing its clients with insight from clinical key opinion leaders in inflammatory dermatology
Fishawack Health