EU Launches, Omnichannel and Medical Affairs: Beyond the Support Role, with Matthew Goodman of LUCENT biopharma

In this episode of Pharma Launch Secrets, Bozidar is joined by Matthew Goodman, Medical Director, and Principal at LUCENT biopharma. They discuss the importance of digital innovation as a key driver of launch success and how it’s transforming the product launch paradigm in an omnichannel world.

They discuss the need to bridge the gap between sales representatives' priorities and physicians' needs and the difference between a product-centric versus a customer-centric perspective of product launches and engagement. They also cover the significance of incorporating robustness and flexibility into the manufacturing process of new products to ensure long-term end-to-end commercialisation.

They cover:

[ 00:01:46 ] - The major change in the last five years in the way launches are done got to be the rise of digital in terms of Omni-channel. "People are moving away from thinking about digital as a channel that has added on to their launch, but more about how an Omni channel approach supports a launch overall"

[ 00:10:10 ] - The Medical Science Liaison MSL function is a core part of the medical affairs team. Medical affairs departments can be heterogeneous between companies.

[ 00:10:22 ] - "MSL teams work best where they are a part of the medical affairs team and not considered to be either a separate department or some peripheral satellite to medical affairs"

[ 00:10:36 ] - The MSL team is the "eyes and ears on the ground" of the medical affairs team.

[ 00:11:14 ] - The future of MSLs is bright and along the same lines as where we see medical affairs. This is the beginning of the MSL journey. "For the last thirty or forty years, it's been waiting for the opportunity to rise out of the shadows and take a leadership role, particularly in launches."

[ 00:12:00 ] - Medical affairs and MSLs help get the medicine used optimally.

[ 00:16:42 ] - Launch optimization through omnichannel through a much stronger medical affairs presence and much earlier medical affairs and MSL capability on the ground and mixed marketing market access. More experienced, more technical, better-trained sales forces are the future.

[ 00:18:03 ] - The most effective way to harness the capabilities of all stakeholders is for each unit at the table, from field medical, medical affairs, marketing, market access, commercial, and the omnichannel piece, to working tightly as a team to make sure it happens

[ 00:21:28 ] - One prevailing problem the pharma industry has faced is patient and prescriber-centric. Focusing only on a wide selection of products is a way to neglect the most important consideration: the patient.

[ 00:22:22 ] - The concept that the pharma industry is patient-centered has always been a slogan. The relationship between healthcare practitioners and patients has to be revisited.

[ 00:26:38 ] - In the last ten years, the market dynamic has changed in Europe. The move from primary care "blockbuster medicines" to more specialists and rare diseases has created a real opportunity for US pharma and biotech companies to launch medicines in Europe.

[ 00:30:32 ] - "Every medicine launches in the US first." In the last five years, the emergence of a way where you can keep your medicine to yourself. It can continue to be yours, but by working in partnership with smaller organizations in Europe, you can launch this product and keep control of that revenue stream.

If you want to learn more about the digital innovation in pharma, its impact on product launches, and the evolving roles of MSL and medical affairs, tune in to this episode of Pharma Launch Secrets, a Podcast by Evermed.

Subscribe here:

And connect with Matthew Goodman here:

LinkedIn: https://www.linkedin.com/in/matthew-goodman-md-16011618a
Website: https://www.lucentbiopharma.com

About The Show:

“Pharma Launch Secrets” is a podcast by Evermed and hosted by Bozidar Jovanovic, 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.