Codifying product launch preparations to successfully bring 12 $100m-1bn NMEs to market over 5 years

Vision

To have strategic clarity on integrated launch processes and optimal cross-functional capabilities to plan and prepare the global launch of 12 pipeline new molecular entities worth ~$100m-1bn each in five therapeutic areas over five years.

Challenge

• Multiple NMEs and indications in pipe to launch by 2025.
• A rigorous R+D review process for launch preparation lacked early cross-functional and senior stakeholder involvement across Commercial, Market Access, and Medical Affairs
• Complexity in commercial and market access
• A lack of clarity on key success factors and strategic questions to drive the ROI value conversation and critical decision making.

Solution

The company partnered with Genioo to support its global product launch preparation pilots across two rare disease assets and codify best practices into a product launch playbook for future launches. Together over 3 months we:

• Established a cross-functional commercial launch committee (CLC) governance chaired by the CEO, involving key function and regional heads to co-shape a comprehensive multi-dimensional launch
• Facilitated insight generation and global and regional alignment on key priorities, issue resolution, and recommendations between Clinical development, Commercial, Market Access, Medical Affairs
• Tracked, accelerated, and managed launch preparation progress and developed the storylines with supporting decision-relevant materials ahead of CLC reviews
• Conducted regular reviews of the launch roadmap; sharing progress, functional insights, and recommendations to optimize the value of each asset and enable C-level key strategic decision-making
• Co-created a Product Launch Playbook that codified the CLC purpose and structure, processes to follow, and key questions to answer to guide future asset teams through launch preparations and CLC review.

Impact

• Clarified and codified product launch capabilities and processes in readiness to launch 12 $100m-1lbn NMEs over five years.
• Achieved cross-functional alignment on asset value and collaboration to maximize top-line impact and reach to patients, providers, payers.
• Established robust CLC review preparation processes to enable confident strategic decision making.