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Medical Affairs plays a critical strategic role in product launches, through scientific knowledge, clinical expertise, and cross-functional collaboration. Research of more than 1000 new medical entity launches internationally, using an objective set of criteria by IQVIA has shown that less than 10% are excellent. This research previously revealed two key dimensions, unmet needs, and product differentiation as being the most highly influential for launch success and enabled the definition of four launch archetypes which help to identify critical success factors that guide launch planning. The most recent launch excellence research cycle highlights key current and future challenges, including healthcare system stress, customer engagement and evidence planning, which require launch teams to broaden their scope for excellence in preparation. These challenges further elevate the critical role that medical affairs plays in launch planning.
This session examines the latest challenges faced in launch preparation in the Middle East and outlines how medical affairs can play a lead role in overcoming these challenges to achieve product success and best outcomes for patients.
Agenda:
- IQVIA Launch Excellence research: What are the key challenges to achieving launch success?
- The strategic leadership role of medical affairs in driving launch success
- Five priorities for delivering medical launch excellence
Speaker:
David Kelaher
Senior Principal, Medical Affairs Strategy, IQVIA