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Launch Archetypes: The Bedrock of Successful Launch Strategies

Presented by IQVIA

Wednesday, November 7, 2018   |   12:00 PM ET
Presenters: Darin DeCarlo, Senior Principal & Segment Lead, Commercial Services, US - IQVIA
Bill McClellan, CoE Leader, Launch Excellence, Commercial Services, US – IQVIA

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Nearly half of all launches fail to meet first-year financial expectations. From the moment commercial planning begins, new product launches face a gauntlet of challenges. By applying a scoring model to new product launches, four archetypal launch profiles have been identified. Each Launch Archetype is defined by the product’s ability to fulfill a currently unmet need in the market and level of differentiation.

Understanding which Archetype defines a product’s launch can increase its chance of succeeding. Each Archetype comes with its own set of considerations, marketing implications, and associated launch challenges. Thus, a product’s Archetype should factor into key aspects of the launch plan including the product’s positioning, critical success factors (CSFs), key performance indicators, and the promotional budget.

Key Takeaways:
  1. An understanding of Launch Archetypes and their market profiles
    • Science Sells
    • Market Shaping
    • Emphasize the Difference
    • Who Benefits
  2. Strategic trends among Market Shaping launches
    • Market factors influencing the trends
    • Brand team responses to trends
  3. How to use Archetypes when developing a launch plan
    • Identifying strategic themes
    • Enhancing product positioning
    • Developing Critical Success Factors
    • Determining promotional investment


Presenter Bios

Darin DeCarlo, Senior Principal & Segment Lead, Commercial Services, US - IQVIA
Mr. DeCarlo joined IQVIA’s Launch Advisory group in 2017, after 25 years of experience launching products for both large pharmaceutical, and start-up biotechnology firms. He is now leading a team of commercial services consultants that serve clients in the western and mid-western US. He has held industry leadership positions in brand marketing, sales, managed markets, and commercial operations.

Most recently, Mr. DeCarlo served as Vice President of Sales and Managed Markets at ACADIA Pharmaceuticals where he led the successful launch of a product in the CNS space. Prior to ACADIA, he spent 13 years at Eli Lilly and Company in a variety of commercial leadership roles in the CNS, Osteoporosis, Women’s Health, and Men’s Health therapeutic areas.

Bill McClellan, CoE Leader, Launch Excellence, Commercial Services, US – IQVIA
Bill is an expert in the field of pharmaceutical launch excellence with over 20 years of experience. He leads the Launch Center of Excellence for the US at IQVIA where he focuses on launch readiness, tracking and performance diagnostics utilizing patient data, statistical modeling, qualitative and quantitative research.

Bill leads a team of professionals responsible for developing thought leadership to provide innovative approaches for launching a brand. The research focuses on patient acquisition and prescriber adoption and productivity. The group has examined how launch success varies by market need and product differentiation creating launch archetypes. Findings have fueled offerings that focus on launch strategy, commercialization tactics and performance monitoring.