By Stephanie Hall, Chief Strategy and Innovation Officer and Board Member at Prescient, following its acquisition of Uptake, the global healthcare consultancy she founded.
In her course Strategy & Planning for Global Commercial Launch Success in Pharma, Stephanie Hall introduces a powerful visual that serves as a strategic framework for delivering a successful global pharmaceutical brand launch.
Using the metaphor of a bridge, it breaks down a complex brand strategy and planning process into six clear and actionable steps that enable global alignment while allowing for local execution.
The six steps
1. Situational Analysis
The journey begins here. Global teams assess the broader landscape which includes evaluating future unmet needs and competitive dynamics across regions. This step establishes a solid foundation for a globally consistent yet locally relevant strategy.
2. Patient Journey and Growth Opportunities
This step identifies the most impactful points along the patient pathway and healthcare professionals' decision-making process. The focus here is on understanding where support and engagement can drive the greatest value, and how to prioritise resources.
3. Segmentation and Behaviour Change Objectives
This step defines the key characteristics of stakeholders most likely to engage with the new therapy. This step also identifies the beliefs and behaviours that need to shift to support uptake and sustained use in diverse healthcare settings.
4. Customer Engagement Journey
This step maps out how to guide stakeholders through key touchpoints in a personalised manner leveraging varied channels. This approach promotes global consistency while enabling local adaptation to reflect regional practice and culture.
5. KPIs
KPIs are used to measure performance across markets. Choosing the right metrics ensures that launch teams can track progress, make informed decisions, and adjust their approach where needed.
6. Resource Plan
This step details the tools, teams, and investments required to support a successful launch across multiple countries. This includes field team readiness, content and training platforms, and the digital infrastructure needed to ensure a smooth rollout.
The three elements that support the journey
Three core elements support this entire journey:
- The Strategic Imperative is the high-level goal.
- The Critical Success Factors are what needs to be true to achieve this.
- The chosen Tactic is the way in which the ambition will be achieved.
This Brand Strategy and Planning framework combines strategic focus with executional excellence while keeping the patient at the centre of every decision.
Download the roadmap
Continue your learning from Stephanie
If you’d like to learn more from Stephanie, CELforPharma also offers a 2-day, hands-on course where you'll lay the groundwork for global launch success by mastering early commercialisation, effective brand strategy development, and integrated launch planning.
Strategy & Planning for Global Commercial Launch Success in Pharma
With Stephanie Hall
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