Launch

Case Study: European Launch Readiness for a new atrial fibrillation brand

Box Icon The challenge

The challenge

A US based global pharma company was planning a major launch of a new cardiovascular brand across Europe operating within a joint venture. The GM in one of the mid-sized European countries needed more support for his Brand Manager working on the launch, working in a challenging cross-functional and JV internal environment and a complex external environment regarding reimbursement, clinical advocates and competitive promotion.

Box Icon How we tackled it

How we tackled it

With six months to go before the launch, we worked closely with the local Brand Manager to review his local launch plan and status of launch readiness, interviewing members of the cross-functional launch team. We utilised a structured launch readiness questionnaire and readiness process to provide practical recommendations on operational launch priorities and ways to accelerate launch uptake with strong territory and customer account planning.

Box Icon The business impact

The business impact

With the strong collaboration of the Brand Manager and GM, all recommendations were implemented in the final months up to launch. The local government reimbursed the product on time at the highest tier and the uptake of the launch became the fastest of any country in Europe.

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