Episode 5 - Business Insights: Launch Excellence in a Changing Landscape
The launch environment has shifted significantly in the past few years, as it is increasingly more difficult and expensive to reach prescribers. While evolving challenges, including changes in the relative importance of launch stakeholders and the rise in patient-centricity, accelerated due to COVID-19. Although face-to-face interactions between sales representatives and healthcare professionals remain a core tenet of a brand's marketing and sales strategy, omnichannel promotion is growing in importance. As the healthcare ecosystem settles into a new equilibrium, the definition of success has shifted. In this episode of our Agile Brand Promotion podcast series, Nadine Vangelov, Sr. Principal, Launch Center of Excellence, and Daniel Luft, Sr. Principal, Brand & Commercial Strategy, join our host, Matthew Smith, Sr. Principal, New Commercial Models & Digital Health, to discuss how the success criteria for launch have evolved, how to define and prepare for success in this new era, and then explore how to enable more agility within and beyond the crucial first months of launch.