Rearchitecting the Drug Launch Model

The revenue performance of a pharmaceutical drug at launch sets the stage for its commercial future. However, approximately two-thirds of new drugs fall short of first-year sales expectations, according to a study by McKinsey. What will it take to beat these odds?

For starters, a laser focus on what can be controlled—aligning the launch model to stakeholder needs. Yet, today’s commercial environment presents a mismatch in stakeholder needs that muddy the waters and poke holes in an outdated approach. Payers are seeking risk-sharing agreements and real-world outcomes; regulators are looking for evidence of comparative effectiveness; and providers are making themselves less accessible.

Through stories of drug launches, the panelists will bring to light the disconnect between payers, regulators, providers, and patients, and discuss the ways pharma companies can step out beyond traditional boundaries to increase their chances for a successful launch.

Key takeaways:

• Break down the latest complexities impacting launches in 2020 and beyond
• Visit the needs of payers, providers, and patients, with a focus on where they disconnect and overlap
• Explore strategies to optimize commercial planning for TAs and product portfolios
• Learn how to leverage patient insights across the entire lifecycle of the drug Hear lessons learned from failed and successful drug launches