Creating A Customized Approach For Pharma Launches

By Roz Lawson & Johanne Olsen

Pharma launches are becoming increasingly complex. Not only do you need to engage with more stakeholders than ever before, but also the ways to engage them are rapidly multiplying.

Patients, providers, and payers are demanding increasingly customized and personalized engagement and often “beyond-the-pill” digital or service components. Many companies are also launching more often. Rather than a blockbuster launch every few years, there are multiple launches each year in specialized therapy areas for small patient populations or for new indications. Companies should, of course, build on their past launch experiences, but each launch requires different capabilities. Here, we consider four types of launches and show why you need a customized approach.