Medical Marketing & Media, August 2012
IMS’s Sarah Rickwood and Carolyn Gauntlett discuss the similarities in the competitive characteristics of SGLT-2 and DPP-IV diabetes medicines, honing in on the significant learning opportunities, and the successes and failures from recent launches, that companies can apply to gain an advantage in a highly competitive class of medicines.
Pharmaphorum, May 2012
The years immediately preceding a pharmaceutical product launch are arguably one of the riskiest periods in business and “getting it right” has never been more essential. IMS experts discuss the importance of the patient journey – a powerful framework for understanding the market and patient experience – in driving brand growth.
Less than one percent of new brands excel in today’s increasingly challenging launch environment. IMS analysis finds that proactively establishing metrics, and closely monitoring performance both pre- and post-launch, are crucial to establishing an initial strong trajectory at launch, and the key to long-term success.
Research shows that the window of opportunity to set your launch trajectory remains incredibly short, with years of preparation judged in months. IMS’s Rob Harold and Filip Odqvist discuss the importance of the dynamic market to launch success.
PM360, November 2011
Marketers who want their new brands to excel need to choose KPIs that go beyond the conventional metrics of sales, share, and growth. Build the right combination of leading and lagging indicators to define and track launch success, and show instantly where to make changes to correct the launch trajectory.
Global Launch in a Post-Blockbuster Era
First of its kind eBook on global launch, featuring insights, strategies and best practices from IMS and Pharmaceutial Executive editors on what constitutes a successful product launch. iPad users can access the eBook app here. For access to a PDF version of the eBook, click here.
Register for Our Patient Journey White Paper
IMS research suggests that nine out of ten brand teams don’t use the latest practices for building and using patient journeys, leaving gaps in market understanding and ultimately yielding sub-optimal brand performance. Register for our latest point of view and white paper on the patient journey.
Featured White Paper
New medicines have a very short window in which to succeed. Well designed KPI’s must be front and center to all global product launches.