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. Launch is no longer a mad dash to return on investment during year one on the market. It requires thoughtful, strategic action throughout the first three years on the market. A successful modern launch plans for success early and maintains a watchful eye as they move through the three phases of Launch: Acquire, Optimize, and Grow. By focusing on building a successful, sustainable trajectory the goal of reaching as many patients as possible can become a reality.
- The new definition of launch success and how to plan for a sustainable three-year growth trajectory, not just immediate ROI.
- Examine how to execute the three phases: Acquire, Optimize, and Grow and which core metrics to track to ensure success
- How to align strategies and optimize resources to effectively engage providers, patients and payers.
