In her course Strategy & Planning for Global Commercial Launch Success in Pharma, Jo Lopez, Practice Lead Early Commercialisation and Launch at Uptake Strategies, 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 journey begins with a Situational Analysis, where 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.
Next is Patient Journey and Growth Opportunities, which 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.
Segmentation and Behaviour Change Objectives define 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.
The Customer Engagement Journey 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.
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.
The Resource Plan 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.
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.
🎓 If you want to learn about:
- The early commercial activities required to maximise product differentiation versus the competition at launch.
- The market and stakeholder analyses that are crucial for identifying all growth opportunities.
- How to define the components of an impactful brand strategy: segmentation, positioning, strategic imperatives, and financials.
- How to prepare for a global launch in terms of scenario planning, customer engagement, and critical deliverables.
- How to allocate resources, define KPIs, and engage country affiliates.
👉 Attend Jo Lopez’s highly praised 2-day course:
