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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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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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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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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Reviving a faltering product launch requires strategic insights and decisive actions to overcome obstacles and realign efforts. This session will provide practical approaches to identify issues, implement corrective measures, and ensure a successful market re-entry.

• Conducting a thorough launch assessment to identify root causes of underperformance.

• Engaging key stakeholders to realign objectives and foster a collaborative recovery plan.

• Developing and executing a targeted action plan to address gaps and optimize launch execution.

Topic Suggestion, Slot Reserved for Sponsor Partner

In today’s fast-evolving pharmaceutical landscape, traditional commercial models need to be rethought to ensure launch success and sustained market presence. This session will explore innovative strategies for aligning commercial models with current market realities, driving growth and competitive advantage.

• Understanding the key dimensions of successful and innovative launch models according to the market ecosystem
• Mitigating launch challenges and maximise its launch potential through innovative launch thinking in the face of growing market pressures
• Adopting key shifts in ways of working and mindset for new launch models 

Amgad Abulfutouh

Director, Global Commercial Excellence
Gilead Sciences

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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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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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