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上市战略和规划

制药公司发布产品,成败在一念之间,他们必须充分利用这唯一的机会。如果没有充分的规划和出众的战略,即便产品成功发布,也只是运气使然。要想成功发布产品,既需要执行战略,也需要充分规划,然而许多公司在其资产漫长的临床旅程结束时从未将产品发布当作优先要务。

我们的经验表明,妥善规划可以提高产品发布的成功率。要想成功发布,可以采用一些关键策略,比如制定详细而明确的多功能发布路线图、监控各项活动的进度、根据目标 KPI 监控发布进度、选择一些需要重点关注的关键因素。

要想成功发布产品,需重点关注以下三大方面:

  • 战略: 确定市场、提出假设并制定战略需求,为规划和管理奠定基础
  • 规划: 制定发布蓝图,根据议程确定职能团队、交付成果和活动,确保团队领导能够更好地管理发布情况。
  • 管理: 在发布之前、期间和之后,监控资产的进度并提供协助,确保团队获得进度报告

EVERSANA 的发布解决方案使用成熟的发布框架,整合了业务战略、项目管理、自动化技术和分析,可在从设计蓝图到支持发布计划实施的整个发布计划流程中,为客户提供支持。


案例研究

Development of a Comprehensive Market Access Launch Roadmap and Pricing & Market Access Strategy for a Novel Treatment

Our client was launching an innovative CNS product and contacted us 16 months ahead of launch. We developed a detailed launch roadmap to use as a guide for all launch planning efforts. This roadmap itemized all market access launch deliverables and activities associated with completing them, along with timelines for completion, dependencies, and responsibilities.

We also developed a market access strategy, including value proposition with payers, positioning strategy, pricing, contracting, and plans to win in key channels based on findings from primary and secondary research with all relevant stakeholder groups.

Development of a Well-Informed and Differentiated Strategy and Launch Plan for an Emerging Biotech Player

Our client was 24 months from launching its first asset targeting patients who already had multiple treatment options.

We developed a company fact base outlining key market assumptions and researched market access, key account landscape, treatment patterns and behaviors and unmet needs. We then helped define the launch strategy based on the fact base and directional corporate guidance.

We worked with functional teams to develop and refine launch plans across the organization. To align the organization, we facilitated cross-functional meetings.

Finally, we developed a launch tracking tool to ensure all plans would be monitored and updated. Using this tool, we followed up with the client several months into the plans to evaluate progress, discuss interdependencies and issues, and provide feedback on the path forward.

Development of a Cross-Functional, Comprehensive Launch Plan in Breast Cancer

Our client was developing a lead therapy in breast cancer and needed support to develop a launch roadmap with market assumptions, launch objectives and strategies, tactics, interdependencies, milestones, and risks.

We identified and collected data to synthesize a market fact base and aligned with our client on in-going assumptions and initial launch strategy considerations.

We leveraged internal expertise and client understanding to create a launch plan template with function-specific draft launch plans. We reviewed and revised the plans in a client workshop, synthesizing outputs and incorporating additional information into a final launch plan.

A Second-Generation Asset Undergoing Phase II Trials Desired Assistance with Cross-Functional Commercial Product Planning

We began with a cross-functional meeting including disease background, market landscape, product situation assessment and a review of product strategy and plans.

We evaluated and prioritized gaps and uncertainties, followed by defining steps to close gaps.

We worked with each cross-functional team to map planning activities as inputs to a Phase III go/no-go decision together with Phase II data readouts. With positive Phase II data, we worked with the client teams to create a commercial plan and forecast that enabled them to proceed with Phase III investment.

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