The document discusses the importance of customer experience and digital strategy in achieving successful pharmaceutical product launches. It highlights a shift towards digital launches, particularly post-COVID, and outlines a comprehensive framework that includes regulatory support, digital sales, and cross-functional collaboration. Establishing a customizable launch ecosystem driven by insights can lead to improved business outcomes and a reproducible launch process across various scenarios.

1. Our POV on Launch
Excellence

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What constitutes a successful launch?
1. Focus on delivering a strong Customer experience
67%
12%
67%
11%
77%
39%
Perceive your
firm better
(Cost of sales)
Believe more in your
products
(Revenue)
Engage more
(Churn less)
CX Leaders CX Laggards
Base: 3,246 interactions between HCPs (US, EU5) and pharmaceutical companies.
Source: Q3 2018 Customer Experience Quotient (CXQ®) Study – HCP / Interactions
In Pharma, by meeting or exceeding their expectations, HCPs said
they will…
In other industries delivering great customer experiences already
drives business results
3.5x in extra sales
Consumers are 3.5x more likely to make additional
purchases
5x recommendations
Consumers are 5x more likely to make
recommendations
4% - 8% more revenue
CX leaders grow revenues 4%-8% above their
market competitors

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Digital launch is the key to the future in the new normal
2. Digitize & retool existing launch toolkits to adapt to a world of specialized launches with restricted access
Digital launches became go to imperative post covid & is the potential solution to impactful launches
0
0.25
0.5
0.75
1
1.25
Digital channel effectiveness vs. Field reps
Field Rep Email Email/Web Ad Link
Tele detail Online Event Web Visit
Current trend shows that by 2020, digital channel engagements for pharma
would be much more effective than the field rep
65% decrease in
physical sales
rep interactions
post COVID
Shrinking window of
opportunity from Launch
to peak
74% MCO P&T are
relying on digital
resources
Rise of specialist
market demands
support for push &
pull communication

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Digitally enabled framework for launch
Launch activites
Regulatory
Support
e-MedEd &
Med Affairs
Digital Sales &
Marketing
E-Fulfillment
• Regulatory material & submission planning
• Labelling support
• Digital Med Education strategy
• Stake holder engagement plan (KOLs, HCPs, Patient)
• KOL activation & onboarding
• Medical Scientific Information & Communication
(e-learning programs)
• Deploy Multi-Channel Marketing (Virtual Rep +
Digital Channel), as per the Channel Strategy
• Patient advocacy & support programs
• Forecasting
• Supply chain optimization – analytics
• Maintain digital communication channels
with HCPs, Patients
• Virtual medical information support
• RWD & Insights
• Point of care solutions
• NIS, PASS, PAES studies
• Post Marketing Safety surveillance
• Channel attribution and MCM Analytics
for optimization
• Virtual Engagements, remote detailing
• KOL led digital launch events
• Scientific communications
• Patient safety and pharmacovigilance
• Label updates
• Collaboration with delivery partners for
sample fulfillment
• Formulation of digital launch teams
• Digital infrastructure readiness
• Awareness campaigns (unbranded)
• Scientific requirements fulfillment
• Supply chain PMO set up
Data Analytics & Reporting
Pre launch Market growth

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Establish launch framework to identify ‘best-fit’ launch type
Regulatory Intelligence
• Regulatory Guidelines – global and local
• Procedural Intelligence – global and local
• Regulatory precedence
Launch Strategy Team with
Cross-functional Capabilities
Global/Regional/Local
Global and Local Launch
Strategy and Execution
Plan
Launch types
Brand
Marketing
Medical
Affairs
Market
Access
Analytics and
Insights
Customer
Experience
Digital
Strategy
Product Positioning
Regulatory Strategy
Payor Strategy
Customer Segmentation
Customer Experience
ESTABLISH
STABLIZE
GROW
ACCELERATE
Determinants of Launch Types
Market/Category Maturity Product Differentiability
Market/Category Size Market Category Growth
Research and Insights
Scientific Intelligence
• Publication Research
• Congress Intelligence
• Practice Guidelines and Protocols of Care
HCP/KOL Research
• Unmet clinical needs
• Patient profiles and place in therapy
• Gaps in therapy
Patient Insights/RWE
• Patient Journey Mapping
• Patient Support Program Intelligence
• Patient Advocacy Insights
Competitive Intelligence
• Pipeline Intelligence
• Competitive Claims and Marketing Strategies
• Competitive Channel Strategies
Payor Insights
• Forecasting and Economic Burden
• Budget Impact Modeling
• Access and Pricing Insights
3. Build and leverage generic launch types to guide launch strategy and customize with remaining launch factors

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Leverage synergies between functions to drive launches
4. Establish a cross functional launch ecosystem, streamlined to deliver coordinated, faster, and hence successful product launches
Value proposition
& product positioning
Launch PMO
Customer insights (targeting
& segmentation)
Customer experience
Delivered through a customizable
framework retaining the critical success
elements
Successful launch should be a consistently
reproducible process across brands, launch types,
and regions
Driven by a dedicated cross functional group of
experts - launch tmo
Continuous engagement “enriched” by
insights from real-time data and
analytics engine