Experts from Pfizer and Veeva explore a recent Veeva Pulse Report showing that targeted scientific outreach is associated with 40% faster treatment adoption.
Medical Affairs plays a critical strategic role in product launches, through scientific knowledge, clinical expertise and cross-functional collaboration. Comprehensive research of international product launches, with an objective set of criteria, has shown that less than 10% of recent launches were excellent. This research has also revealed that two key dimensions, unmet need and product differentiation, have the highest influence on launch success, and enabled the definition of four clear launch archetypes. The launch archetypes help to identify critical success factors (CSFs) to develop the most effective launch strategy, and facilitate launch planning. The CSFs also highlight the key areas where Medical Affairs can make the highest strategic impact to support product success and improve patient outcomes.
Through review of launch archetypes, product launch case studies and MAPS launch excellence guidelines, this webinar will examine, based on the prevailing pre-launch situation, the strategic focus areas for Medical Affairs teams to consider during launch preparation and discuss approaches to achieve excellence across key activities.
In this module you will: review the changing role of Medical Affairs and how it has become a strong strategic partner in product launch excellence (LE); gain insights into the components of LE; identify processes, systems, and tools to support LE; utilize templates to support LE planning.
After completing this Webinar, participants will be better able to:
Where Medical Affairs may have served in a scientific support role in years past, now it is one of the key drivers of all efforts, positioned at the nexus of Regulatory, Clinical, Market Access, and Commercial needs, as a bridge to all and as a strategic partner with Commercial. This has occurred in large part because the days of successfully launching a new product based solely on making it available through regulatory approval and marketing efforts no longer exists. Use the MAPS Launch Excellence Standards & Guidance plus templates to guide your launch planning process in this new Medical Affairs landscape.
