Launch Excellence A4 4pp - IMS Consulting

IMS Launch Excellence
ENSURING BEST-IN-CLASS LAUNCH DIAGNOSTICS, PLANNING AND TRACKING
In a world of patent cliffs
and declining R&D
productivity, optimizing
the performance of every
product launch is more
important than ever.
With new launches contributing less to value
growth, major shifts in stakeholder influence,
and only a few short weeks to establish a
critical share of the dynamic market, the
challenges have never been greater.
Today, less than 1% of newly launched brands
outperform in the key dimensions of market
dominance, promotional effectiveness and
opportunity maximization 1 . Lack of alignment
across functions and geographies, slow
mobilization of internal resources, and
inconsistent definition and monitoring of
success can impede even the best of new
innovations. Yet with the right preparation, a
powerful value proposition, effective stakeholder
engagement, and resolute tracking of prelaunch
success, opportunities to excel remain.
ADDRESSING THE ISSUES
The IMS Launch Excellence framework is a
comprehensive, customized approach to addressing the
key issues in launch preparation and minimizing the risks
involved. Leveraging best-in-class quality and timeline
definitions for successful diagnostics and planning and a
guiding process for measuring success, using relevant,
insightful KPIs, it has already played an instrumental role
in more than 50 product launches worldwide.
1 Based on IMS Launch Excellence studies of 4,000 launches in over 90 therapy areas across 8 different countries over the last 10 years.
PLANNING FOR SUCCESS
Built around the three pillars of launch diagnostics, planning
and key performance indicators (KPIs), the IMS Launch
Excellence framework encompasses numerous areas,
activities and relevant metrics for a better understanding of
launch preparations and the provision of sufficiently granular
insights for improved brand performance:
• Launch Diagnostics and Planning: Covering 70
key areas and several thousand activities across all
commercial and medical functions at the global and
country level, our launch diagnostics and planning
process enables functional alignment, visibility into
quality and timeliness of launch plans, fast
mobilization of resources, and gaps to be identified
and addressed as early as possible.
• Key Performance Indicators: Leveraging more
than 1,000 potential metrics, the KPI framework
ensures best-in-class tracking of pre- and post-launch
success across geographies and functions, enabled by a
focus on the most critical activities, consistent,
country-specific benchmarks, early insight into
potential issues, and support with building metric
definitions, dashboards, data aggregation and processes
for corrective action.

FIGURE 1: IMS LAUNCH EXCELLENCE FRAMEWORK ADDRESSES THE KEY ISSUES IN LAUNCH PREPARATION
• Are all key launch activities being planned?
• Is the planning and execution truly world class?
• Do we have the needed resources?
• Will activities will be executed in a timely
manner?
• What are the gaps and key risks, and how do
we overcome them?
• What are the activities, timelines
and milestones from now until
launch?
• What are all the functional
interdependencies?
• Who is responsible for the
different activities?
IMS LAUNCH EXCELLENCE
FIGURE 2: A RIGOROUS PROCESS AND SOLID FOUNDATION TO ACCELERATE THE LAUNCH PLANNING PROCESS
Action plan
to close gaps
Launch plan of activities,
interdependencies, timing
and responsibilities
Launch
Planning
Launch
Diagnostics
Ensuring
Launch
Excellence
Launch
Tracking
DIAGNOSTICS & PLANNING KPI FRAMEWORK
Launch activity
heat-map highlighting
gaps and risks
Issues
overview for
each activity
Alignment on
critical success
factors
Relevant,
insightful and
actionable KPIs
• What are key performance
indicators to define and track
success, across functions and
geographies?
• What is the best process for
timely follow-up on key issues?
• What is the best tool to enable
tracking of launch progress?
Clear
definitions
/benchmarks
for consistency
Dashboards for
performance tracking

IMS Launch Excellence in Practice
IMS has helped leading global pharmaceutical manufacturers maximize the success of their product launches by
raising the quality of launch planning and execution across products, functions and regions, with a comprehensive
approach addressing strategy, process, governance, change management, communication and implementation.
CASE STUDY: ACCELERATING LUNCH READINESS WITH QUALITY PLANNING & EXECUTION
Challenge: Standard launch preparations were seriously undermining the long-term potential of a top ten
pharma company’s revolutionary breakthrough treatment.
No clear franchise and
lifecycle strategy
Objectives within the
patient journey not defined
Go-to-market model focused
on providing the ‘pill’
Our 3-phased approach:
Agree on Critical
Success Factors
Review launch activities
& identify key gaps/risks
No plans to use social media
for communications
Medical plan not innovative
enough for a new MoA
Disease awareness plan
behind schedule
Develop a plan to close
gaps & mitigate risks
Client Benefits: Significantly accelerated and raised the quality of launch planning and execution by driving
prioritization, closing gaps and mitigating risks across functions and regions while fostering innovation through
sharing best practicies and consistently challenging functions.
ENSURING LAUNCH EXCELLENCE WITH IMS HEALTH
IMS is uniquely positioned to help you maximize the value of every product launch globally. Our proven
framework – leveraged successfully with more than 50 launch teams – ensures best-in-class launch diagnostics,
planning and tracking for optimal performance. Our offering is built on deep functional and therapy area
expertise across the launch spectrum, combined with our extensive evidence-based thought leadership.
Partnering with our clients, we draw on the skills and experience of 1,700 IMS consultants and the lessons
learned from studying the past launches across 8 countries in over 90 therapy areas to drive best practice
launch execution and internal change management.
FURTHER INFORMATION
To find out how the IMS Launch Excellence framework can help you achieve best-in-class product launches globally
by aligning on critical success factors, uncovering and addressing key gaps in launch preparation and identifying
pre- and post-launch KPIs, please contact Dr Simone Seiter on (+49) 69-6604-4739 or at sseiter@de.imshealth.com,
or Maneesh Gupta on 1-973-738-2626 or at mgupta@us.imshealth.com

ABOUT IMS
IMS Health is the leading provider of information services
for the healthcare industry around the world. The company
draws on its global technology infrastructure and unique
combination of in-depth, sophisticated analytics, on-shore
and off-shore commercial services, and consulting platforms
to help clients better understand the performance and value
of medicines. With a presence in 100+ countries and more
than 55 years of industry experience, IMS Health serves
leading decision makers in healthcare, including
pharmaceutical manufacturers and distributors, providers,
payers, government agencies, policymakers, researchers and
the financial community. Additional information is available
at http://www.imshealth.com
©2011 IMS Health Incorporated or its affiliates. All Rights Reserved.
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