Strategies for Launch Success: Considerations for a Commercially Successful Biopharmaceutical Launch in Europe

Achieving product approval and reimbursement in Europe for a new biopharmaceutical product is essential to ensuring that the product is successful. However, approval and reimbursement by themselves are not sufficient to ensure a commercially successful European launch. There are several examples of approved, reimbursed but commercially unsuccessful biopharmaceutical products. Furthermore, many companies either choose not to launch in Europe or simply out-license their products in Europe, sacrificing potential revenues due to the perceived complexity of the European market.

Commercially successful European launches are the result of specific strategic commercial decisions obtained through rigorous analysis, aligned across the organization and effectively implemented. Experience has demonstrated that rigorous, structured primary research, to understand the new product’s market, drives critical insights that lead to greater product uptake and success.

The European market presents a particular challenge to new pharmaceutical firms. In addition to varying legal requirements, language and cultural differences across European countries, there are differences across European countries in terms of:

• Where patients present for diagnosis
• The setting of care in which patients are eventually treated
• How treatment is administered
• How diagnostic tools are used
• The barriers to receiving treatment
• Who actually makes the treatment decisions for patients
• What criteria and process decision makers use

Understanding these subtle country variations allows a tailored launch plan that ensures a faster uptake and, ultimately, a commercially successful launch.

In this webinar, the presenters will draw upon our experience of working on commercial launch strategy for dozens of products to highlight the key strategic considerations that ultimately make a biopharmaceutical product a commercial success.

Speakers

Alex Fink, Managing Director, Commercial Strategy & Planning (Europe), Syneos Health

Alex Fink brings more than 19 years of experience in strategy consulting to Syneos Health. He is the Managing Director for Commercial Strategy and Planning in Europe. Alex has conducted more than 120 engagements in strategic topics with clients globally in areas of Commercial Excellence, Go-To-Market Strategy and Growth Strategy. Alex has supported over 40 product launches in his career.

Before joining Syneos Health, Alex worked in principal positions with companies such as Monitor Group, Oliver Wyman and Roland Berger. He joined Syneos Health from IMS Consulting where he was the global offering lead for IMSCG’s brand strategy services.

Alex has studied business administration in Germany, the UK and the USA.

 

Message Presenter

Jackson Carroll, Senior Engagement Manager, Commercial Strategy & Planning, Syneos Health

Jackson Carroll is a Senior Engagement Manager in the Munich Office of Syneos Health’s Commercial Strategy and Planning Practice. Jackson has over 15 years of consulting experience and has developed local European Market Strategy, planned and supported launch and designed commercial models for leading pharmaceutical and healthcare companies in Europe and internationally. Jackson’s consulting experience is in diverse therapeutic areas including diabetes, oncology and hemophilia and he has worked for clients in the UK, the USA, Germany, Turkey, Thailand and Belgium.

Before joining Syneos Health, Jackson worked as a Freelance Consultant working directly with life sciences and pharmaceuticals companies in Europe. Jackson has previously worked with McKinsey & Company, ZS Associates and Accenture.

Jackson Carroll holds an MBA (with Distinction) from London Business School.

 

Message Presenter

Thunicia Moodley, Senior Engagement Manager, Commercial Strategy & Planning, Syneos Health

Thunicia Moodley applies her 15 years of experience in the pharmaceutical industry to assist clients of Syneos Health’s Commercial Strategy and Planning Practice. Thunicia is a Senior Engagement Manager and launch expert having developed Launch Plans and managed the Launch Planning process for several assets, including conducting Launch Audits and undertaking Launch Risk Identification and Mitigation Planning. She has also undertaken Market Opportunity Assessments, completed Due Diligence, defined Go-To-Market strategies and developed Affiliate Commercial Models for clients.

Before joining Syneos Health, Thunicia was employed as a sales representative for GlaxoSmithKline, as well as being employed at Deallus Group and Navigant Consulting, where she was a Senior Consultant in the Life Sciences Practice.

Thunicia completed a BScHons degree and a master’s degree cum laude in biochemistry at the University of KwaZulu-Natal in South Africa.  She holds a PhD in molecular pharmacology from Imperial College, London.

 

Message Presenter