Driving Launch Success
Less can be more in the right channel mix recipe
As the commercial environment becomes increasingly competitive, with success driven predominantly by specialty product launches in the largest developed markets, companies are faced with the challenge of improving launch performance while controlling costs. To address this, companies must arm themselves with a best in class commercial model, a key component of which is a fully integrated multichannel approach. Multichannel implies a choice between a range of channels, and therefore digital channels must be an effective option among these.
In this white paper, we compare the use of digital channels for the most internationally commercially successful launches of the last five years using parameters measuring both the quantity and quality of digital engagement.