Insight by Jo Lopez, Practice Lead Early Commercialisation and Launch and CELforPharma faculty member of Strategy & Planning for Global Commercial Launch Success in Pharma
Successful global strategic brand planning in pharma requires strategic foresight: a forward-looking mindset that helps teams move beyond reactive planning.
This is key to success because markets evolve, competitors emerge and stakeholders change their expectations. Global cross-functional teams that apply a structured approach to anticipate how the competitive and stakeholder landscape may shift by the time a product reaches the market, will take better decisions, have a stronger positioning, and develop a more robust commercial strategy.
đź”® Strengthening Launch Plans Through Strategic Foresight
Strategic foresight involves identifying early signals of change and translating them into meaningful planning assumptions. When applied in the early commercialisation or strategic brand planning process, it can:
- Clarify where your asset is likely to stand out by highlighting unmet needs that will still exist at launch
- Help assess the most likely future standard of care and comparators for reimbursement, including therapies that are not yet approved
- Support internal alignment by providing a shared understanding of future risks and opportunities to inform scenario plans
- Reveal underserved patient populations where your product may have a clear value advantage
With the right tools and frameworks, strategic foresight becomes a practical enabler of decision-making across functions.
🔍 A Forward-Looking Brand Strategy Is Built on Three Elements
1. Understanding Evolving Needs Across Stakeholders
Future success depends on a clear view of how the needs of patients, healthcare professionals, and payers may develop. Mapping these needs along the future patient journey helps identify where new therapies can create the greatest impact.
2. Assessing the Competitive Landscape
Using a structured approach, teams can assess clinical trial data, company disclosures, scientific congress outputs, and regulatory filings to forecast how the competitive environment may develop. A competitive heatmap enables teams to evaluate study design, geographic focus, anticipated approvals, and other key factors to pin point areas of competitive differentiation.
3. Identifying Future Patient Segments
Defining which patient groups are likely to remain underserved allows for more focused planning. These segments often present the strongest opportunity to demonstrate differentiation, particularly when value messaging is aligned with stakeholder priorities.
🎯 Translating Insight Into Impact
Strategic foresight is all about being prepared for the uncertain future. It helps cross-functional teams identify where to focus, what to monitor, and how to adapt as the market evolves. By integrating these principles into strategic planning, companies can craft more compelling value propositions, develop evidence plans that reflect payer and clinician expectations, and ensure cross-functional alignment around a realistic view of the future.
🚀 Strengthen Your Capabilities
To support pharma marketeers in applying these concepts, CELforPharma offers the course Strategy & Planning for Global Commercial Launch Success in Pharma. The programme equips teams with the tools and frameworks needed to turn insight into strategy and prepare for a launch environment that will look different from today.
Explore how to future-proof your brand strategy and make confident, well-informed decisions.
🎓 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:
