The launch environment is more pressurized than ever before. The convergence of legislative requirements, payer expectations of price and evidence, and meeting patients’ needs means an aligned launch strategy is mission critical.

This is the first of a three-part series and will focus on the first phase of launch: Acquire.

Successful launches need to plan for success early and carefully by focusing on several key points:

• Patient acquisition first: Drive demand at all (responsible) costs and forecast on patients, not sales.
• Spend on acquisition tactics: Invest in patient support programs, DTC, and transitional assistance programs sooner.
• Align on key metrics: Measure the number of patients and their experiences on product.
• Course correct sooner: With the right mix of data, getting an early launch back on track is possible.

Speakers:

Elyse Muñoz,
Ph.D. Director, U.S. Research & Insights, IQVIA

Brian Lasky
Practice Lead, U.S. Launch Center of Excellence, IQVIA

Nadine Vangelov
Senior Principal, U.S. Launch Center of Excellence, IQVIA