Pharma’s NEW Launch Machine: How CX, Data, Multiple $200M - $500M Launches, and Agility Come Together with Indraneel Mukherjee, Senior Principal, Commercial Strategy at IQVIA Strategy Consulting

Why will new launches not be able to make up for the patent cliff?
What is a “hyper-focused launch,” and what are the key ways to execute it?
What can big pharma learn from how Google launches products?

To answer these questions and many others, Bozidar is joined by Indraneel Mukherjee, Senior Principal, Commercial Strategy at IQVIA Strategy Consulting

They cover:

[ 01:15 ] - The new world of pharma launches will bring a decade of figuring out ways to launch differently and managing revenue erosion. No amount of launches can supplement that level of revenue erosion. Pharma companies have to adapt to three macro trends relevant to the new order. These are innovation, launching pace, and global access changes.
[ 08:18 ] - In the new pharma launch world, it is more relevant to have many smaller launches rather than one $5 - 10 billion launch. It costs about two billion dollars to develop a drug, but companies now have to deal with multiple 200 to 500 million launches. To manage that successfully, brands accelerate the R&D and commercial processes by relying on innovation and changes in clinical trials.
[ 13:06 ] - The whole process of making a drug available is undergoing a massive transformation. The final result will likely be the reduction of launch time and cost. However, that time reduction means brands should develop new products in shorter time frames. So you need to get your customer segmentation right, be precise about which market you are launching in, and have a clear portfolio strategy.
[ 19:05 ] - In pharma, there is a lot of talent rotation and analytics in digital. When pharma companies say they want to drive marketing transformation, they don't get a Chief Marketing Officer from outside. The CMO is usually a pharma-born-and-bred professional. And that brings challenges in developing agile marketing talent. As a pharma marketer, you have to be an exceptional program manager.
[ 34:39 ] - Today, content simplicity is vital for pharma companies. Digital allows the dissemination of content to get scaled much faster. But the message development process of pharma is broken compared to what pharma customers need. So pharma should embrace content hyper-personalization.

If you want to learn more about leading a successful pharma marketing campaign in the US, tune in to this episode of Pharma Launch Secrets, a Podcast by Evermed.

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And connect with Indraneel here:

LinkedIn: https://www.linkedin.com/in/indraneel-mukherjee-b6402620/
Website: https://www.zs.com/

About The Show:

“Pharma Launch Secrets” is a podcast by Evermed and hosted by Bozidar Jovicevic, where we host direct, actionable conversations with world-leading pharma launch experts and help you stay up-to-date with the latest trends and strategies to help you launch your product successfully.