In an increasingly interconnected world, pharmaceutical companies must balance global strategies with local execution to achieve launch success. This session will explore the challenges and opportunities of harmonizing global and local efforts to optimize market impact.

• Aligning global strategies with local market needs to ensure relevance and maximize impact.

• Leveraging local insights to tailor launch tactics and address specific regulatory and market requirements.

• Addressing differences in strategy between regions, countries & overcoming related challenges.

Enrico Magnani

Chief Strategy Officer
Helsinn Group

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William Okkerse

Sr. Director, Global Brand Maximization
Teva Pharmaceuticals

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Launching a pharmaceutical product globally isn’t a one-size-fits-all endeavour. Different countries present unique challenges and opportunities that can make or break your launch strategy. In this session, Margarita will delve into how to effectively navigate various country archetypes, ensuring that your launch is not only successful in top markets but also equitable and impactful across the globe.

• Tailoring Strategies: Aligning launch tactics to specific country archetypes beyond GDP—consider reimbursement, regulations, and market dynamics.

• Leveraging Public Data: Utilizing accessible data to accurately categorize and understand each country’s unique market landscape.

• Adapting for Equity: Implementing strategies that address health equity, ensuring global reach without compromising on local impact.

Margarita Saakova

Global Head of Launch
Alexion Pharmaceuticals

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Successfully launching a pharmaceutical product in an already competitive environment requires innovative strategies and precise execution to gain market share and achieve commercial excellence. This session will provide insights on differentiating your product, driving commercial success, and navigating the complexities of new market entry.

• Developing a robust value proposition to clearly differentiate your product from competitors.

• Leveraging advanced analytics to identify market opportunities and optimize resource allocation.

• Engaging key stakeholders early to build strong relationships and drive market adoption.

Stephane Brocker

VP, Head of Strategic Business Excellence
Ipsen

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Paul Budhan

Head of Franchise - GI Oncology & HER2 Tumour Agnostic
AstraZeneca

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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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This panel delves into critical strategies for improving patient access and support throughout the pharmaceutical product lifecycle. Ensuring patient-centric approaches not only enhances market penetration but also fosters sustainable patient engagement and adherence.

• Developing comprehensive patient access programs tailored to diverse patient demographics and needs.

• Utilizing digital health technologies to enhance patient education and remote support capabilities.

• Collaborating closely with healthcare providers and advocacy groups to streamline access pathways and support services.

Maria B. Petersen

Global Commercial Lead, Obesity
Novo Nordisk

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In today’s digital environment, capturing and maintaining attention is increasingly challenging. With almost 4 launches under her belt, Angeliki will delve into strategies for creating meaningful differentiation through compelling narratives and incremental value, ensuring your launch efforts resonate deeply with your audience.

• Developing compelling human narratives that deliver innovative, emotive content that deeply connects with customers to creative meaningful belief and behaviour change.

• Building a strong brand story and narrative that stands out in a crowded competitive landscape.

• Principles that Galderma leverage to deliver content that is linked to the customer’s critical thinking and actions.

Angeliki Nikoli

Global Head of Neuromodulators Franchise
Galderma

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Join this candid discussion exploring the organizational transformation needed to integrate access considerations earlier in development. Drawing from real-world experiences at Teva, discover how pharmaceutical companies are adapting their operating models and capabilities to meet evolving market demands. This session will examine practical approaches to building robust early access strategies while navigating common challenges across diverse markets.

• Examining different organizational models
• Exploring critical decision points: When and how to integrate commercial and access perspectives in the development cycle
• Building effective stage-gate processes: Key deliverables and ownership models that drive better market preparation
• Managing transformation challenges: Practical insights on evolving ways of working and organizational capabilities

The session will foster open dialogue on shared industry challenges and varied approaches to building launch excellence capabilities, using publicly available examples to spark discussion on different organizational philosophies and solutions.

William Okkerse

Sr. Director, Global Brand Maximization
Teva Pharmaceuticals

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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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In this practical talk, Marc van Unen will provide a proven and structured approach to launching new products in the healthcare industry and explain the pitfalls to avoid. Focus will also be given to building strong launch teams as this is the prerequisite for stellar product launches. We’ll explore how to introduce innovations rapidly and make them a new standard to benefit patients, creating value for healthcare systems and society. Attendees will leave with:

·       A systematic approach to launching a new product and building successful launch teams

·       Understanding straightforward approaches to preparing the product, the market, and the company

·       Learnings of key launch timelines and activities

·       Exploring how to build a strong, interdependent launch team

·       Real-life examples, lessons learned, and pitfalls to avoid

Marc van Unen

Business Unit Head CardioVascular
Bristol-Myers Squibb

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