Product Launch Tag

Tip of the Iceberg

The Tip of the Iceberg Successful For A Product LaunchThe stakes of launch are high—studies show that how successful a brand is at launch almost always determines how it performs over its life cycle. In preparing for launch, most pharma brands spend years developing a go-to-market strategy that includes detailed...

Marketing execution during the prelaunch phase

Pharmaceutical Prelaunch MarketingPreparation is everything. In a previous blog, my colleague pointed out that 50-66% of pharma brand launches fail to meet expectations. Additionally, more than 25% of brand launches fail to reach 50% of external revenue forecasts1. These are major red flags for an industry expected to...

Consider the HCP Journey to Ensure Successful Product Launches

Consider the HCP JourneyLaunching a new product is hard. Remarkably hard, in fact—according to reports by Bain1 and McKinsey2, 50-66% of brand launches do not meet expectations. In addition, the stakes are high and the cost of errors can be devastating. According to Deloitte3, performance during the first 6 months...

Pharma Product Launch Preparedness

Launch planning must include all major internal key stakeholders—marketing, medical, pricing/reimbursement/access, advocacy, and public relations/media. This comprehensive launch planning also likely involves many supportive agencies, including a peer-to-peer agency for physician-to-physician educational initiatives....