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.