[Speaker Interview] Paula Albuquerque, Assets Strategic Planning, at ucb

Tell me about yourself and your journey so far in the space of Launch Excellence?

My name is Paula Albuquerque, and I currently lead Global Assets Strategic Planning within Launch Excellence, focusing on Immunology, Neurology, and Rare diseases. With over 15 years of experience across healthcare, pharma, and biotech, my journey has been about connecting scientific innovation with patient value, ensuring global access to transformative treatments.

A pivotal moment for me was witnessing a life-saving rare disease treatment fail to secure funding in my country, which deepened my commitment to equitable access. Recently, I’ve focused on developing end-to-end strategic planning aiming to maximize assets value, aligning portfolios with corporate goals, and leveraging partnerships to boost competitiveness across global markets.

I’m passionate about ensuring that every launch delivers both corporate success and meaningful patient outcomes, and I’m excited to continue driving excellence in this space.

How have you seen this space evolve over the past few years? What are the biggest challenges right now?

Strategic launch excellence has evolved significantly due to rapid scientific advancements and macroeconomic pressures. Today, it’s about navigating a VUCA environment where agility and cross-functional collaboration are crucial.

Recent trends have shaped launch strategies. For example, geopolitical instability, like the war in Ukraine, has disrupted supply chains, increased costs, and necessitated stronger risk management. This forces companies to invest in supply chain resilience, impacting funding and securing launch timelines. Economic pressures, such the US Inflation Reduction Act, compel companies to rethink pricing strategies, while patient affordability issues widen health inequalities across the globe.

Additionally, there's a growing demand for health equity and sustainable practices. Companies align with Sustainable Development Goals, driving investments in equitable access, though this strains budgets. Technological advancements in digital health and personalized medicine also increase R&D costs, emphasizing the need for early-stage planning.

In this landscape, market access professionals are crucial. Their early involvement fosters strategic agility, leveraging data-driven insights from payer negotiations to inform launch strategies. Ultimately, strategic launch excellence must focuses on creating sustainable growth while ensuring broad and timely access to innovative treatments.

Are there any tangible results or successes that you can share from past launches?

Yes, there are several tangible results and successes from past launches that highlight the effectiveness of strategic launch excellence. For example, a new immunology treatment was launched with a comprehensive evidence package tailored to a multi-stakeholder approach. This led to a significantly reduced time to reimbursement, enhancing patient access and enabling timely treatment for those in need. Additionally, in response to the growing demand for sustainable practices, one launch incorporated environmentally friendly packaging and a commitment to reducing carbon emissions in production.

This initiative not only resonated with environmentally conscious consumers, but also influenced negotiations with payers in some countries. What has been your biggest lesson? Or piece of advice that you can give to organizations?

I prefer not to reveal too much about my presentation, but one crucial piece of advice is to involve market access colleagues—at global, regional, and local levels—early and throughout the product lifecycle. Market access is essential for maximizing value, diversifying risk, and enhancing performance through effective execution. By prioritizing market access, organizations can strengthen their competitive differentiation, ultimately improving the company’s overall fitness.

Who are trying to navigate the difficulties of launch?

I believe all companies. All must challenge themselves to navigate the ever-evolving ecosystem in which they operate. This includes managing regulatory approvals, market access, pricing negotiations, and competition while ensuring timely patient access to new therapies. Consequently, it is essential to develop an evidence-based, differentiated portfolio with unique value propositions that resonate with multiple stakeholders, including patients, physicians, payers, society, and the planet. Additionally, initiating cross-functional collaboration early in the process is crucial for success.

Can you give us a teaser for your session at the upcoming summit?

Join me for my session, "Enhancing Launch Excellence: The Strategic Role of Market Access in Sustained Performance and Progress." We'll examine how to anticipate changes in today's industry, emphasizing sustainability, healthcare affordability, and equitable access. I’ll discuss the importance of balancing short-term goals with long-term competitiveness and the need for strategic agility amid digital transformation and evolving innovation. Finally, we’ll highlight the value of investing in stakeholder-centric approach and targeted data to ensure breakthroughs translate into unique value propositions and optimize willingness to pay and use.

What are you looking forward to at the conference this December?

I am excited to speak at the inaugural Pharma Launch Excellence Summit this December. I look forward to gathering with industry leaders, innovators, and experts to share cutting-edge strategies and best practices for pharmaceutical product launches. The diverse perspectives and real-world case studies will provide fresh, actionable insights to help us thrive in a competitive market.

Join us at #PHLEX

Join Paula and other industry leaders at the Pharmaceutical Launch Excellence Summit this December to gain actionable strategies for every stage of the drug launch process. Through exclusive insights from leading industry experts, community collaboration and invaluable networking, you'll refine your approach, overcome challenges, and drive success in today's dynamic pharmaceutical landscape.

#PHLEX is your only chance this year to explore real strategies and case studies on how to revive underperforming launches, navigate competitive markets, and optimise commercial models. You'll also explore critical topics like balancing innovation with affordability, mastering rapid launches, and leveraging AI in marketing. Designed for leaders across commercial, medical, clinical, and operational roles, this highly-anticipated summit will equip you with the latest tools, strategies and innovations to achieve launch excellence from development to post-launch. Get your tickets here.

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