Achieving launch excellence requires a seamless transition from strategic planning to execution, ensuring global alignment and project excellence. This session will delve into best practices for managing global asset strategies, optimizing lifecycle management, and driving successful commercialization.

• Developing a unified global brand plan to direct regional and affiliate execution effectively.

• Coordinating cross-functional teams to align on strategic goals and streamline launch processes.

• Utilizing data-driven insights for proactive decision-making and lifecycle management optimization.

Sherif Elhaw

Director, Emerging Markets, Launch Excellence Lead
Pfizer

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Amgad Abulfutouh

Director, Global Commercial Excellence
Gilead Sciences

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In the ever-evolving landscape of pharmaceutical launches, the ability to collaborate in cross-functional teams effectively is key to not only achieving a successful launch but also ensuring long-term cross-asset impact through learning. In this session, Will will explore strategies that enable organizations to learn from each launch, harness cross-functional synergy, and maintain momentum post-launch. Discover how to fail fast, share successes, and course-correct swiftly to maximize impact and keep learning as a unified company.

• Creating a culture of continuous learning by integrating post-launch insights across therapy areas and teams and having the needs of the customer aligned to the value offered by a newly launched product.

• Promoting cross-functional and cross-company collaboration to share successes and quickly address challenges.

• Exploring agile practices that allow for rapid course correction and ongoing refinement of strategies.

Will Goulding

Lead, Marketing Operations, Commercial Strategy & Operations
Astellas Pharmaceuticals

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Delve into the importance to anticipate what changes mean for todays’ industry transformation in terms of sustainability, affordability of healthcare as well as equity of access across the globe

• Strategizing requires ability to be ambidextrous focusing on short-term without losing eyesight from long-term success and competitiveness.

• Developing a deeper focus on strategy is essential amongst disruptions from regulation (EU pharma regulation, IRA), digital transformation, and a quest to redefine innovation.

• Investing in patient-centric insights and targeted data generation is critical to ensure that breakthroughs translate into differentiated value propositions and optimised willingness to pay and to use.

Paula Albuquerque

Assets Strategic Planning
UCB

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Setting the scene: The Centrality of Partnerships for Launch readiness  5 min

Chair : Troels Sørensen - Global Head Clinical Practice, Boehringer Ingelheim

Talk 1 : Target Population Outputs (TPOs) – is the market leady for launch? 7 min

Troels Sørensen – Head of Global Clinical Practice, Boehringer Ingelheim

Talk 2 : Evidence is the product – is the product launch ready ? 7 min

Laura Wallace – Head of Global Integrated Evidence - Boehringer Ingelheim

Talk 3: Engagement and Strategic PPPs at government level: market shaping for launch and uptake of innovations 7 min

Lena Lymperopoulou - Global Policy Executive, ex Novartis / GSK. Founder of the World Economic Forum Strategic PPPs initiative

Talk 4: Partnerships at health body and regional level: Access and launch readiness 7 min

Danny Moore - Strategic Account Director – Novartis

Talk 5: Partnerships at departmental level: Transforming Field medical to impact accountable launch leaders 7 min

Helen Kane – Global Medical Affairs and Field Medical Affairs Executive - ex-Novarts/Roche/Celgene. Founder of One MSL.

Panel discussion and questions 20 min

·       Focus on the capabilities required by each respective function

Troels Sørensen

Global Head Clinical Practice
Boehringer Ingelheim

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Laura Wallace

VP, Head of Global Integrated Evidence
Boehringer Ingelheim

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Lena Lymperopoulou

Senior Global Government Affairs and Access, ex Novartis
and Founder of the WEF Strategic PPPs Initiative for Cardiovascular Health

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Danny Moore

Strategic Account Director, UK
Novartis

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Helen Kane

Subject Matter Expert
MSL Leader

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Artificial Intelligence (AI) is transforming pharmaceutical launch strategies by enhancing decision-making, optimizing processes, and predicting market trends. As the pharmaceutical industry evolves, integrating AI into launch strategies is becoming increasingly essential for success. This session will delve into how AI can optimize launch planning, execution, and post-launch analysis, offering insights into its transformative potential.

• Leveraging AI for predictive analytics to forecast market trends and inform strategic decisions.

• Utilizing AI-driven tools to streamline operations, reducing time and costs in the launch process.

• Implementing AI in personalized marketing strategies to better engage and retain target audiences.

• Discussing how Generative AI will affect healthcare systems, patient care, patient access, decision making & how we can adapt to these predictions.

Will Goulding

Lead, Marketing Operations, Commercial Strategy & Operations
Astellas Pharmaceuticals

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Simone Rebora

Global Marketing Director
Ipsen

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The presentation emphasises the significant impact of patient engagement on brand performance, particularly through digital engagement. It highlights how digital tools can enhance patient adherence to their medication, drive brand loyalty and real-world evidence generation, and healthcare provider satisfaction. Traditional patient support methods often fall short due to issues like app fatigue, complex user journeys, limited personalisation, and privacy concerns. We address these challenges, outlining a patient-centric approach involving patient journey mapping, personalised engagement strategies and how to capture robust engagement metrics to help drive commercial impact and better patient health outcomes.  The actionable frameworks, real-world examples, and insights into integrating emerging technologies, make it relevant for digital, commercial, and patient support professionals.  

Katie Duncalf

Head of Digital Commercialisation and Partnerships
Sciensus

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Ensuring pre-launch readiness is critical for driving a product’s success. This session will dive into how connecting the dots across medical, commercial, regulatory, and supply chain functions can accelerate market readiness and maximize impact. Learn how to orchestrate seamless cross-functional collaboration to ensure a unified, successful launch strategy.

• Aligning cross-functional goals early to streamline execution and minimize post-launch inefficiencies.
• Integrating regulatory, commercial, and medical planning to ensure holistic pre-launch preparedness.
• Leveraging data and insights to identify gaps and optimize operational readiness for launch.

Sherif Elhaw

Director, Emerging Markets, Launch Excellence Lead
Pfizer

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Effective pre-launch planning goes beyond product readiness; current best standard of care provided by health systems must be maximised through optimised referral paths and access to current best standard of care. Only then is unmet need identified and innovative medicine contribution clarified. Target Population Outputs (TPOs) are short-term measures of health system effectiveness, and thus market readiness and market size. They are common units of value to both public and private health system stakeholders being utilisable for both population health and business forecasting. This enables tactical focus and opens doors for early investment sharing with health systems through strategic public-private partnerships. TPOs bring:

• Prioritisation: Deliver cross-functional clarity on tactical prioritisation accountable to tangible external impact linked to business forecast assumptions.

• Course correction: Directs useful activity metric and KPI development directly linked to business goals enabling effective impact analysis and course correction.

• Partnerships: Facilitates early collaboration with healthcare systems stakeholders to achieve common goals by sharing tactics and reducing investment costs.

Troels Sørensen

Global Head Clinical Practice
Boehringer Ingelheim

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Explore the concept of lifecycle development, where strategic planning, clinical development, and commercial lifecycle management converge to ensure sustained success from launch through product maturity. This session will provide valuable insights into optimizing each stage of your product's lifecycle for long-term commercial impact.

• Implementing robust strategic planning to align commercial goals with lifecycle stages and market dynamics.
• Fostering cross-functional collaboration to enhance decision-making and drive continuous product improvement.
• Maintaining flexibility and adaptability to react to market changes and capture opportunities.

Enrico Magnani

Chief Strategy Officer
Helsinn Group

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Successfully launching a totally new brand or a well-known brand into a new market or with a new mechanism of action (MOA) requires strategic adaptation and competitive navigation. In this session, Simone will take his extensive experience in these instances and explores the nuances of altering launch strategies at the global level to ensure success in diverse and competitive environments.

• Adapting global launch strategies to account for new MOAs or brand indications in varied markets.

• Conducting thorough competitive analysis to tailor approaches and effectively navigate competitive landscapes.

• Leveraging cross-functional expertise to ensure cohesive and dynamic execution in new markets.

Simone Rebora

Global Marketing Director
Ipsen

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