Product launch is a critical stage of the product lifecycle and often sets the brand trajectory for years to come. Oncology product launches can present particular challenges specific to commercializing in the oncology space. With the high unmet need in oncology, new assets are aiming at commercialization for many oncologic indications at a rapid pace. Given the high level of breakthrough designations among oncology assets, nearly half of the products are approved in phase II, with limited data and rapid launch timeframes. On the back end, product life cycles are shortening, with the number of years until competitive follow-on launches compressed dramatically. This sets the stage for a demanding oncology product launch readiness effort for commercial teams.
Oncology product launch readiness has unique critical success factors. Extensive understanding of clinical profiles and significant market shaping efforts become imperative within the journey of how to best arm the field teams for KOL engagement. Access and affordability requires navigating complex patient journeys and understanding the implications of buy and bill products.
This webinar will review launch readiness planning elements and timelines, including how to address the accelerated review timelines and launch scenarios oncology product launch may face. Critical areas of focus for successful oncology product launch success will be highlighted. Collaboration across partnerships and co-promotion, which is quite common in this area, will be discussed.
Speakers
Vivienne Ho, PhD, Manager, Herspiegel Consulting
Vivienne has extensive experience in pharmaceutical commercialization including product launches and executional content development projects. She has led oncology focused global and US commercial readiness planning, diagnostic strategy, EAP program development and medical affairs as well as reimbursement and access marketing, patient journey development and patient services design for industry-leaders. Vivienne is an expert in broad indication oncology asset planning, including oral and IV formulations and has experience in therapeutic areas within immunology and inflammation including dermatology, rheumatology and inflammatory bowel disease.
Vivienne received her PhD from the University of Connecticut, BS from Colby College, and was a postdoctoral research fellow at the University of Pennsylvania.
Message Presenter
Swathi Rangan, MBA, Senior Manager, Herspiegel Consulting
Swathi is a skilled strategist, with comprehensive therapeutic and functional expertise spanning complexities throughout the product commercialization process. All of these skills were critical in managing the most recent oncology co-promotion launch into a competitive class. Swathi brings to the discussion vast experience from blockbuster to rare disease launches, marketing strategy development for all stakeholder groups, oral and injectable product commercialization, digital health expertise, patient service design, and advocacy strategy. She helps teams from strategy through implementation and actionable KPI development and tracking.
Prior to Herspiegel Consulting, Swathi was in a marketing role at Ortho Clinical Diagnostics and an Analytical Chemist at both Patheon and DSM. Swathi holds an MBA from Rutgers University, an MS in Biomedical Sciences from UMDNJ, and a BS in both Biological Sciences and Chemistry from East Carolina University.
Message Presenter
Anne Brooks, Vice President of Marketing at Iovance Biotherapeutics, Inc.
Biopharmaceutical commercial executive with a proven track record of building blockbuster pharmaceutical brands/ franchises in multiple categories including oncology, virology, pain and neuroscience. Experience includes Lifecycle strategic planning and portfolio management, many US product launches, Global positioning and branding/ Global Brand Champion, In-line product marketing, managing promotions, medical education and consumer, and Pipeline commercial planning.
Message PresenterWho Should Attend?
Director and Senior Level professionals from biopharmaceutical companies working within: Pharmaceutical and Biotech Commercial Organizations including leaders of marketing, market access, medical affairs and commercial operations teams, omnichannel, market shaping leaders. Director, VP and C-Suite level executives.
What You Will Learn
- Launch readiness planning elements and typical timelines
- Understand the critical areas of focus for successful oncology product launch
- Agility and collaboration tools to navigate the fast paced, increasingly competitive oncology marketplace
Xtalks Partner
Herspiegel Consulting
Herspiegel Consulting specializes in pharmaceutical and biotech commercialization helping clients in with strategy through execution in five core service areas of new product planning, marketing, launch readiness, medical affairs, and market access. Herspiegel Consulting offers integrative, tailored consulting services to meet your brand and business needs. Our diverse team brings experience from over 65 product launches strategy and innovation leadership, and executional support for start-up to large pharma clients. We have experience across a wide variety of therapeutic areas including oncology, rare disease, metabolic disease, CNS, women’s health, and others.
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