The launch environment faces unprecedented pressure. Aligning legislative requirements, payer expectations regarding pricing and evidence, and meeting patients’ needs is now crucial for successful launches. As data floods in, the metrics used to gauge launch progress must adapt, and our understanding of launch success is evolving.

Key takeaways:

• Promotional spend: Drive demand at all (responsible) costs – but now invest in promotional tactics with demonstrated lift.
• Sales force composition: Assess and respond to provider preferences and shape your sales force accordingly.
• Payer coverage: Improve coverage and successfully shift patients from transitional assistance programs.
• Patient experience: Invest in patient support programs — adding new or different modules, capabilities, and features that matter to patients and their caregivers.

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