Launch Planning & Life Cycle Management

In today’s business environment, with more & more pressure to succeed, there are no second chances to make a good first impression. There is just one opportunity to get it right.

Launching a new brand, or a new line extension, is one of the most important events in the life of any brand. This means carefully planning & implementing all the steps to create rapid adoption in the right patient population, among all target healthcare professionals, relevant payer groups at national & local level, key opinion leaders, and the patient advocacy groups involved in your specific disease area.

Launches are often described in terms of three aspects;

• preparing the brand for the market
  
• preparing the market for the brand
• preparing the company for the brand.

Each of these three aspects represents a critical area of planning, the need for comprehensive involvement of all the functions within the company to enable each step to be completed successfully, and thorough research to ensure each step in the plan is supported by a clear evidence base; our mantra is ‘evidence-based marketing’!

A new launch is also one of the most important events in the career of a Marketer! So getting it right is absolutely vital for you as well as the brand.

As your brand evolves, new indications, and new forms will be developed and licensed. Each of these represents an important opportunity for patients to benefit from treatment innovations. Each of these also represents an important building block in the financial life of your brand, as each step represents part of the overall Net Present Value for your brand. For many major brands, over 80% of their life time value came from indications & forms added after first launch. Therefore each step in your brand’s evolution must be planned with the care you took at first launch.

Later in your brand’s life cycle, as patent expiry looms, generic competition comes onto the horizon, and payers reap the dividend by providing lower cost treatments for their patient populations. For many brands, a market exit strategy, at least for active commercialisation, must be planned. This is a key time for your brand which should be planned for up to six years in advance.

Based on our team’s unparalleled experience of successfully launching many major brands, GalbraithWight consulting services, tools & processes in launch planning & life cycle management help companies create & implement highly successful launch plans, for new molecules and for new line extensions resulting in successful market entry and adoption for our Client’s brands.

Our in depth life cycle management & market exit planning services help our Clients to build the best strategic plans for their brands, identifying all the main opportunities, and so creating the maximum lifetime value.

Launch Planning & Life Cycle Management services include:

Successful Launch Planning
Launch planning encompasses many different & potentially complex elements. Our in depth knowledge & experience of launch planning will help you develop a comprehensive launch plan for your brand.

Launch Readiness Audit
We evaluate all elements of your launch plans against our own launch planning templates & checklists of actions & identify any areas for improvement required to ensure a robust launch plan.

Life Cycle Management
Planning Effective life cycle management plans are vital to the overall financial success of the brand.

Market Exit Strategy
As patent expiry looms on the horizon, careful planning is vital to ensure all steps have been taken to ensure the brand achieves its maximum financial value for the business, and its active promotional life is managed in an appropriate way.