Focused Launch Planning

Context: The company had a robust launch readiness process in place. It was based on sound principles and was well established and valued. It provided detailed guidance on readiness fundamentals across all areas of launch preparation. However, global brand strategies and expectations on launch preparation were often mis-aligned to the local strategies and expectations. Also, timeliness and focus on key areas that make a difference were not consistently met, and resourcing and capabilities were often not in place at the right time. The process became perceived as a heavy function by function “auditing” approach reflecting a lack of trust in each country’s ability to launch successfully.

Action: AXXELIS led a complete redesign of the process using 3 simple key steps seen below:

AXXELIS defined 5 key areas as critical for strategy development and launch preparation. Critical issues that are encountered around those areas are the basis for the focused launch preparation:

1. Patient, Customer and Market Understanding
2. Strategy and Value proposition
3. Capabilities and Customer Facing Organisation
4. Stakeholder Engagement and Real-World Evidence
5. Commercialisation

AXXELIS developed checklists with key deliverables across functions and key questions to challenge the quality of the deliverables. Alignment on pre-launch objectives by Region was mandatory as a key step to ensure a deep understanding and to manage expectations. Critical issues encountered around those areas and respective deliverables formed the basis of focused launch preparation workshops with countries on a regular basis, starting 24 months prior to the launch.