Overview of CSFs, Roadmap & KPIs for Medical Affairs when Launching a New Product

Thursday, 11 May 2023, 13:30 - 17:00 CET


Medical Affairs plays a very critical role in the complex launch process. To be a successful contributor in the cross-functional organisation that a pharma launch requires, Medical Affairs needs a pragmatic strategic framework and speak the same language as their colleagues in other functions.

This E-Seminar explains the fundamentals of the different launch types and their strategic implications for Medical Affairs. It maps out the various activities along the launch process where Medical Affairs is involved or is taking the lead, as well as potential KPIs to measure success. In addition, you will learn the tools that should be used to ensure cross-functional alignment in preparation of a launch.

“This was a very comprehensive overview for medical affairs launch readiness. The presentation is well structured and the presenter gave good insights and background information. The structure will help to organise our launch preparation. Great course.”
Claudia Lefeber - Senior Medical Advisor - Germany - February 2023


Welcome (10 min.)

Launch Excellence Fundamentals in Pharma (45 min.)

  • Top strategic challenges impacting launch excellence
  • The critical launch success factors in the pre-launch and launch phases
  • From a one-size-fits-all approach to the 4 launch types and their respective strategic implications for Medical Affairs
  • Learning from real-life business cases

    (5 min break)

The Role of Medical Affairs in Launch Excellence (45 min.)

  • The launch excellence circle
  • Aligning Medical Affairs with commercial teams: preparing the organisation with a common language and the cross-functional launch toolset
  • Learning from a business case

    (5 min break)

The Medical Affairs Launch Roadmap (45 min.)

  • Key medical affairs activities in the pre-launch and launch phases of each launch type
  • Medical affairs launch readiness: how to define launch milestones

    (5 min break)

How to Measure Medical Affairs Excellence (45 min.)

  • From setting KPIs (key performer indicators) to defining TPOs (target patient outcomes)
  • Best practices

Final Q&A and Summary of Learnings (5 min.)




Kurt Arco

CELforPharma faculty member since 2018 for the popular 2-day course on Strategy & Planning for Commercial Launch Success in Pharma

As an independent consultant, Kurt advised many companies on launch excellence strategies: Janssen, Novartis, Sanofi Genzyme, Galderma, Teva, Menarini and Boston Scientific.

Formerly, he was Global Expert Lead Healthcare with Trilations, a strategic consultancy company focusing on launch excellence, Medical Affairs leadership and omnichannel customer engagement strategy. Prior to that, Kurt led several major brand launches at MSD (Merck & Co), internationally and across several therapeutic areas.



3,5 hour live online session hosted in Zoom

Interactivity through Q&A, chat, polling and individual exercises

You will receive the slides in PDF format ahead of the programme



11 May 2023, 13:30-17:00 CET (Brussels, Amsterdam, Paris)

€ 570 per participant (excl. 21% VAT) until 7 April 2023
      € 770 per participant (excl. 21% VAT) as of 8 April 2023

Fee includes:

  • Access to the expert led E-seminar in real-time
  • Copies of the slides will be provided to you in PDF format prior to the E-Seminar

Cancellation Policy:

  • If a registrant cannot attend the E-Seminar, he/she can be replaced by a colleague
  • Alternatively, the registrant can use the registration fee as a credit for a CELforPharma course he/she wishes to attend in the future



“I learned a lot in this course, and I feel that I got a very good roadmap on how to work a launch.”
AOP Orphan Pharmaceuticals
Fanny Edele - Medical Advisor - Germany - February 2023

“Thank you for an excellent medical launch training. This training was interesting and extremely valuable.”
Flynn Pharma
Zohar Magen - Medical Advisor - United Kingdom - February 2023

“The course is also of value for more 'strategic' team members of a launch team. I liked the examples and checklists at the end.”
Desitin Arzneimittel
Karin Lohmueller - Medical Advisor - Germany - February 2023


Email Inge Cornelis here.