Launch Excellence A4 4pp - IMS Consulting
Launch Excellence A4 4pp - IMS Consulting
Launch Excellence A4 4pp - IMS Consulting
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<strong>IMS</strong> <strong>Launch</strong> <strong>Excellence</strong><br />
ENSURING BEST-IN-CLASS LAUNCH DIAGNOSTICS, PLANNING AND TRACKING<br />
In a world of patent cliffs<br />
and declining R&D<br />
productivity, optimizing<br />
the performance of every<br />
product launch is more<br />
important than ever.<br />
With new launches contributing less to value<br />
growth, major shifts in stakeholder influence,<br />
and only a few short weeks to establish a<br />
critical share of the dynamic market, the<br />
challenges have never been greater.<br />
Today, less than 1% of newly launched brands<br />
outperform in the key dimensions of market<br />
dominance, promotional effectiveness and<br />
opportunity maximization 1 . Lack of alignment<br />
across functions and geographies, slow<br />
mobilization of internal resources, and<br />
inconsistent definition and monitoring of<br />
success can impede even the best of new<br />
innovations. Yet with the right preparation, a<br />
powerful value proposition, effective stakeholder<br />
engagement, and resolute tracking of prelaunch<br />
success, opportunities to excel remain.<br />
ADDRESSING THE ISSUES<br />
The <strong>IMS</strong> <strong>Launch</strong> <strong>Excellence</strong> framework is a<br />
comprehensive, customized approach to addressing the<br />
key issues in launch preparation and minimizing the risks<br />
involved. Leveraging best-in-class quality and timeline<br />
definitions for successful diagnostics and planning and a<br />
guiding process for measuring success, using relevant,<br />
insightful KPIs, it has already played an instrumental role<br />
in more than 50 product launches worldwide.<br />
1 Based on <strong>IMS</strong> <strong>Launch</strong> <strong>Excellence</strong> studies of 4,000 launches in over 90 therapy areas across 8 different countries over the last 10 years.<br />
PLANNING FOR SUCCESS<br />
Built around the three pillars of launch diagnostics, planning<br />
and key performance indicators (KPIs), the <strong>IMS</strong> <strong>Launch</strong><br />
<strong>Excellence</strong> framework encompasses numerous areas,<br />
activities and relevant metrics for a better understanding of<br />
launch preparations and the provision of sufficiently granular<br />
insights for improved brand performance:<br />
• <strong>Launch</strong> Diagnostics and Planning: Covering 70<br />
key areas and several thousand activities across all<br />
commercial and medical functions at the global and<br />
country level, our launch diagnostics and planning<br />
process enables functional alignment, visibility into<br />
quality and timeliness of launch plans, fast<br />
mobilization of resources, and gaps to be identified<br />
and addressed as early as possible.<br />
• Key Performance Indicators: Leveraging more<br />
than 1,000 potential metrics, the KPI framework<br />
ensures best-in-class tracking of pre- and post-launch<br />
success across geographies and functions, enabled by a<br />
focus on the most critical activities, consistent,<br />
country-specific benchmarks, early insight into<br />
potential issues, and support with building metric<br />
definitions, dashboards, data aggregation and processes<br />
for corrective action.
FIGURE 1: <strong>IMS</strong> LAUNCH EXCELLENCE FRAMEWORK ADDRESSES THE KEY ISSUES IN LAUNCH PREPARATION<br />
• Are all key launch activities being planned?<br />
• Is the planning and execution truly world class?<br />
• Do we have the needed resources?<br />
• Will activities will be executed in a timely<br />
manner?<br />
• What are the gaps and key risks, and how do<br />
we overcome them?<br />
• What are the activities, timelines<br />
and milestones from now until<br />
launch?<br />
• What are all the functional<br />
interdependencies?<br />
• Who is responsible for the<br />
different activities?<br />
<strong>IMS</strong> LAUNCH EXCELLENCE<br />
FIGURE 2: A RIGOROUS PROCESS AND SOLID FOUNDATION TO ACCELERATE THE LAUNCH PLANNING PROCESS<br />
Action plan<br />
to close gaps<br />
<strong>Launch</strong> plan of activities,<br />
interdependencies, timing<br />
and responsibilities<br />
<strong>Launch</strong><br />
Planning<br />
<strong>Launch</strong><br />
Diagnostics<br />
Ensuring<br />
<strong>Launch</strong><br />
<strong>Excellence</strong><br />
<strong>Launch</strong><br />
Tracking<br />
DIAGNOSTICS & PLANNING KPI FRAMEWORK<br />
<strong>Launch</strong> activity<br />
heat-map highlighting<br />
gaps and risks<br />
Issues<br />
overview for<br />
each activity<br />
Alignment on<br />
critical success<br />
factors<br />
Relevant,<br />
insightful and<br />
actionable KPIs<br />
• What are key performance<br />
indicators to define and track<br />
success, across functions and<br />
geographies?<br />
• What is the best process for<br />
timely follow-up on key issues?<br />
• What is the best tool to enable<br />
tracking of launch progress?<br />
Clear<br />
definitions<br />
/benchmarks<br />
for consistency<br />
Dashboards for<br />
performance tracking
<strong>IMS</strong> <strong>Launch</strong> <strong>Excellence</strong> in Practice<br />
<strong>IMS</strong> has helped leading global pharmaceutical manufacturers maximize the success of their product launches by<br />
raising the quality of launch planning and execution across products, functions and regions, with a comprehensive<br />
approach addressing strategy, process, governance, change management, communication and implementation.<br />
CASE STUDY: ACCELERATING LUNCH READINESS WITH QUALITY PLANNING & EXECUTION<br />
Challenge: Standard launch preparations were seriously undermining the long-term potential of a top ten<br />
pharma company’s revolutionary breakthrough treatment.<br />
No clear franchise and<br />
lifecycle strategy<br />
Objectives within the<br />
patient journey not defined<br />
Go-to-market model focused<br />
on providing the ‘pill’<br />
Our 3-phased approach:<br />
Agree on Critical<br />
Success Factors<br />
Review launch activities<br />
& identify key gaps/risks<br />
No plans to use social media<br />
for communications<br />
Medical plan not innovative<br />
enough for a new MoA<br />
Disease awareness plan<br />
behind schedule<br />
Develop a plan to close<br />
gaps & mitigate risks<br />
Client Benefits: Significantly accelerated and raised the quality of launch planning and execution by driving<br />
prioritization, closing gaps and mitigating risks across functions and regions while fostering innovation through<br />
sharing best practicies and consistently challenging functions.<br />
ENSURING LAUNCH EXCELLENCE WITH <strong>IMS</strong> HEALTH<br />
<strong>IMS</strong> is uniquely positioned to help you maximize the value of every product launch globally. Our proven<br />
framework – leveraged successfully with more than 50 launch teams – ensures best-in-class launch diagnostics,<br />
planning and tracking for optimal performance. Our offering is built on deep functional and therapy area<br />
expertise across the launch spectrum, combined with our extensive evidence-based thought leadership.<br />
Partnering with our clients, we draw on the skills and experience of 1,700 <strong>IMS</strong> consultants and the lessons<br />
learned from studying the past launches across 8 countries in over 90 therapy areas to drive best practice<br />
launch execution and internal change management.<br />
FURTHER INFORMATION<br />
To find out how the <strong>IMS</strong> <strong>Launch</strong> <strong>Excellence</strong> framework can help you achieve best-in-class product launches globally<br />
by aligning on critical success factors, uncovering and addressing key gaps in launch preparation and identifying<br />
pre- and post-launch KPIs, please contact Dr Simone Seiter on (+49) 69-6604-4739 or at sseiter@de.imshealth.com,<br />
or Maneesh Gupta on 1-973-738-2626 or at mgupta@us.imshealth.com
ABOUT <strong>IMS</strong><br />
<strong>IMS</strong> Health is the leading provider of information services<br />
for the healthcare industry around the world. The company<br />
draws on its global technology infrastructure and unique<br />
combination of in-depth, sophisticated analytics, on-shore<br />
and off-shore commercial services, and consulting platforms<br />
to help clients better understand the performance and value<br />
of medicines. With a presence in 100+ countries and more<br />
than 55 years of industry experience, <strong>IMS</strong> Health serves<br />
leading decision makers in healthcare, including<br />
pharmaceutical manufacturers and distributors, providers,<br />
payers, government agencies, policymakers, researchers and<br />
the financial community. Additional information is available<br />
at http://www.imshealth.com<br />
©2011 <strong>IMS</strong> Health Incorporated or its affiliates. All Rights Reserved.<br />
<strong>IMS</strong> HEALTH®<br />
7 Harewood Avenue<br />
London<br />
NW1 6JB<br />
United Kingdom<br />
Tel: +44 (0)20 3075 5888<br />
www.imshealth.com<br />
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