Pharmaceutical brand, payer marketing, market access, and managed markets teams: Being selected to lead a brand market access launch team is a significant recognition and responsibility. Are you confident in your ability to develop and lead a high-performing launch team that achieves early brand formulary access and coverage that sets the stage for rapid brand uptake? Successful performance often leads to senior management recognition and positions you to take on greater responsibility in the organization.
Pharmaceutical Marketplace Dynamics
Drug innovation and advancements in therapy are providing patients with new treatment options; however, challenges stem from the growth and impact on the cost of care. As a result, payers are exercising increased scrutiny through utilization management, narrowing formularies, implementing stricter prior authorizations, and formulary exclusions. In addition, organized provider groups (health systems, integrated delivery networks [IDNs], and community practices) are exerting similar cost scrutiny characterized by greater reliance on evidence-based medicine and value-based care.
Pharmaceutical Brand Launch Implications
In this environment, it is critical for commercial teams to integrate robust market access planning as an essential platform for their launch brand. A successful market access launch plan developed as early as possible (launch minus 18 months) is critical to prepare the market for appropriate formulary access, maximize the sales trajectory, and contribute to the long-term financial success of the brand. A well-defined market access launch action plan that outlines key action items, timing, and ownership by function is a critical component to ensure achievement of launch objectives. Successful execution is dependent upon early engagement and alignment of partner functions and senior management regarding the plan, action items, and key performance indicators.
High Stakes Require a Standardized Market Access Launch Planning Process
In many cases, marketing, sales, and market access functions have simply relied on previous launch plans without regard to a detailed launch excellence action plan that takes into account current marketplace dynamics and is personalized to unique product, payer, provider, and patient requirements. Developing this discipline will strengthen market access launch excellence effectiveness and brand launch success and ensure a continuous improvement approach to successfully support future launches.
Introducing Aventria Health Group’s Launch Excellence Action Plan™ (LEAP™) Process
Aventria has unparalleled market access expertise and insights spanning organized customers, clinical, advanced formulary requirements, and payment methodologies, as well as channel distribution, dispensing, and HUB services. Our forward-thinking team has extensive pharmaceutical launch experience, and our proprietary and proven LEAP™ planning process positions clients to confidently exceed their launch objectives. LEAP™ drives 3 strategic imperatives that provide our clients with a foundation of strong capabilities to deliver launch success and achieve a competitive advantage.
To learn more about Aventria’s LEAP™ process and how we may help you exceed your market access brand launch objectives, please reach out to:
Dave Dierk, Co-President, 30-year sales and marketing thought leader in pharmaceutical diagnostics, biomedical, long-term care, managed care, employer, and pharmacy communications, at 215-489-9000 x103 or firstname.lastname@example.org.
Paul G. Pochtar, RPh, 25+ years of experience in leading the successful commercialization of both primary care and specialty pharmaceuticals throughout their life cycle, including several landmark oncology products and other specialty therapeutics, at 215-489-9000 x118 or email@example.com.
For additional information on how Aventria can help you succeed, see Aventria Health Group—Pharma Managed Markets Expertise and Service Lines.
Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities
— Dave Dierk is co-president of Aventria Health Group, and Paul Pochtar, RPh, is SVP of Pharmaceutical Commercialization and Access Strategies for Aventria Health Group.
The views and opinions expressed are those of the author and do not imply endorsement by Aventria Health Group.