Your results: preparing your organization for launch

Industry Best Practices

A clear launch governance structure and supporting processes must be established and should be able to evolve to reflect the changing state of launch preparation. Set up an advisory board of internal and external experts to provide challenges at key decision points.

case study capsule

A top-3 biotech firm looked to identify launch gaps for 2 products launching in the cardiovascular space. A launch audit identified gaps in organizational focus, franchise alignment, and cross-functional cooperation. Using executive leadership and cross-functional members, BW Consulting developed and executed a launch team governance process to address weekly gaps in launch milestones.

Your results: preparing your organization for launch

Industry Best Practices

An internal launch communication plan should be developed and implemented to raise awareness of the product potential and the progress of key launch activities to management, the launch team, and the broader organization.

case study capsule

A large biotech firm looked to pressure-test launch activities for a novel cardiovascular product. BW Consulting conducted an audit to identify key communication gaps across the enterprise and developed a process and launch dashboard that enabled the launch team to view a “single version of the truth” when gauging launch progress.

Your results: preparing your organization for launch

Industry Best Practices

Implement an effective launch governance structure. Define a plan for global launch capability and headcount, and optimize the level, timing, and capability of launch resources across functions.

case study capsule

A large biotech firm needed to increase resources for launch. BW Consulting conducted a quick-turnaround audit, utilizing benchmark data to compare launch team size, promotional speed, salesforce sizing, and multichannel capabilities to build a business case and increase launch resources.

Your results: preparing the market for your product

Industry Best Practices

The launch team should leverage technologies to build patient diagnosis heat maps and leverage marketing automation campaigns to track the effectiveness of patient acquisition.

Your results: preparing the market for your product

Industry Best Practices

The launch team must not only map patient association influence needs but also implement a plan for direct-to-patient engagement. Key tactics include patient advocacy group activation, patient opinion leader development, event sponsorship, and patient support services.

Your results: preparing the market for your product

Industry Best Practices

Social marketing strategies can create a network effect in small patient communities and, in particular, rare diseases. Identifying patient opinion leaders and leveraging their expertise in various social media platforms are cost-effective means of building interest in the brand at the time of launch.

case study capsule

A rare disease organization in the nephrology space was looking to increase nonpersonal promotion at the start of the COVID-19 pandemic. Utilizing a combination of proprietary data and marketing automation, social marketing, and email marketing tools, we were able to geolocate patients at the time of diagnosis and provide timely branded and unbranded emails to the physician. This resulted in an email open rate 4 times the industry norm and a click-through rate 8 times the industry norm. In one case, a pediatric nephrologist engaged through emails 14 times over a 5-month span during a time when there was no rep access.

Your results: preparing your product for market

Industry Best Practices

Patient flow structure and patient segments should be defined and quantified in major markets. A patient segmentation scheme should be defined and validated with specific patient profiles.

case study capsule

A large biotech-diagnostics organization looked to leverage multichannel technologies to transform its commercial organization. BW Consulting reorganized the commercial team, implemented CRM-marketing and sales force automation tools to drive both online and in-person engagement. Marketing attribution analytics demonstrated more than $440MM in revenue.

Your results: preparing your product for market

Industry Best Practices

A multichannel readiness assessment should be conducted to identify vision, evaluate the current situation, and pinpoint gaps. Existing content development processes and technology stack must be evaluated and optimized, and a KPI structure that aligns with business and behavioral objectives should be developed.

Your results: preparing your product for market

Industry Best Practices

Patient opinion leader influence mapping research should be conducted and patient influencers should be targeted to lead discussions on rare diseases. A patient opinion leader advisory board panel should be established, with unbranded resources provided.

case study capsule

A midsized CNS orphan drug manufacturer was looking to transform its organization by leveraging multichannel closed-loop marketing (MCLM) techniques and technologies across 3 orphan drugs. BW Consulting delivered a baseline assessment, future vision, and road map to understand gaps, characterize an ideal MCLM figure state, identify cost/benefits, and understand key implementation activities.