Commercial Strategy

Product launches are seminal events for any company in our industry especially given the arduous nature of the development and regulatory process.  Life Sciences companies must maximize product investments during the exclusivity period. The pre-launch and launch activities must be designed and flawlessly executed to ensure long term brand success.

A successful commercialization strategy revolves around creating demand for a given product and aligning supply to ensure that all patients who could benefit from the product gain timely access.  This requires alignment of manufacturing, distribution, marketing, and other critical activities along the commercial spectrum. In addition to developing commercial strategy, we offer practical guides on commercialization process, organizational constructs, and supporting toolkits for companies to maximize their commercial investments.  

Commercial Effectiveness

One of the keys to commercial effectiveness is early engagement in the product development process. It’s important that the commercial organization works closely with R&D to provide market based input, assess the expected value of the product and collaborate on development strategy. This ensures that clinical and economic outcomes are generated to differentiate the product and ensure stakeholder adoption in the commercial environment. Once the product is on the market, focus must shift to demand creation, supply-demand alignment, and life cycle management to maximize the life time value of the product. These critical commercialization efforts must be closely monitored to ensure that key activities are executed flawlessly and the results are produced timely.

A good performance management process must allow the management to closely monitor the status of key development and commercialization activities, brand performance, and performance of other investments.  We have developed a best of breed performance management framework for Life Sciences companies. We customize this framework by designing processes and supporting mechanisms to ensure that performance could be monitored on a continuous basis. It’s imperative that successful performance monitoring requires management keeping an eye on both leading and lagging indicators within the performance dashboard.