What We Do

The Foster|Rosenblatt Launch Center of Excellence provides a broad spectrum of research, analytic and strategic services that support every marketing step in the launch process. Our team is populated with former industry leaders who have launched many very successful products in a wide variety of therapy areas and geographies.

Launch is the most critical moment of potential value creation or destruction in the lifecycle of a product. Our research shows that most products do not capture anywhere near their market potential in the critical 6 to 18 months after launch. We are experts in closing the gap between “potential” and “industry norms.”

Specialty products are now the leading drivers of growth in our industry. These products have relative higher cost and are aimed at low prevalence diseases treated by specialists. Specialty products that are launched well have two things in common, a laser beam focus on the patient and a strong value story to payers. Despite the advantages that specialty products enjoy, primary care products can still be launched with great success. However, this success is now defined much more by balancing the unmet medical need, the negotiated boundaries with payers and the existence of generics & other competitive forces.

There are many benchmarks for excellence among brands that are launched successfully. These include deep insights into all customer groups, a highly responsive cross-functional organization and an alignment throughout all commercial channels.

We have launch services in the following areas:

Program Management

  • Strategic Goals for Launch Program / Launch
  • Assessment of Current Status
  • Launch Program Design and Refinement
  • Master Launch Program Work Plan
  • External and Internal Launch Team composition and roles
  • Coordination of work execution
  • Periodic management review and alignment

Product Strategy

  • Product Launch Goals (pre-launch and over the course of the launch)
  • Preliminary Working Launch Strategy (refined based on customer insight work)
    • Indication Sequencing
    • Dimensions of Competition
    • “How to Win” Choices
  • Geographic Sequencing and parallel development
  • Launch Strategy Summary (Imperatives, Key Strategies, high-level Tactics)
  • Launch Strategy and Plan – Working Draft Document

Market & Customer Insight / Research

  • Market assessment and mapping
  • Competitive assessment
  • Launch analogues
  • Hypothesized Purchase and Use process / patient flow
  • Segmentation and targeting (hypothesized and then refined based on market research)
  • Specialty and/or PCP primary research coordination and customer profiling
  • Patient / consumer research coordination and profiling
  • KOLs / though leader research review and planning
  • Payer insights / Pricing and Reimbursement
  • Claims and Sales analyses / Commercial model assessment
  • And other issues

Positioning

  • Key differentiating product benefits, strengths and weaknesses
    • Endpoints
    • TPP / Potential Claims
  • Customer beliefs and drivers/ barriers to trial and use
  • Product positioning (overall, relative to competitors)
  • Value proposition for key audiences / stakeholders
    • Prescribers
    • Patients
    • Payers
    • Key Accounts
  • Summary positioning statement (and supporting insights)

Branding

  • Definition of key brand attributes and values
  • Areas of differentiation and potential ownership:
    • Customer factors
    • Competitor factors
  • Agency selection and coordination on initial branding work
  • Brand name / backup name
  • Branding materials and creative

Pricing, Reimbursement & Access

  • Pricing competitive assessment
  • Value analysis (hypothesized)
  • Initial payor research (e.g., secondary, ad-board)
  • Pricing and Access Strategy
  • Pricing corridors
    • Key accounts, Product variants / formulations
  • Payer priorities and value proposition
    • Payer engagement model
    • Contracting strategy
    • Approach to employers
  • Pharmaco-economics / value story
  • Approach to access barriers
  • Guidelines
  • Affordable Care Act

Promotional Strategy & Marketing Mix

  • Promotional mix and resourcing priorities
    • Personal promotion
    • Non-personal promotion (print, DTC, digital, etc.)
    • Stakeholder engagement
  • Emphasis and priorities for key audiences / segments:
    • Prescribers
    • Patients
    • Payers
    • Key accounts
    • KOLs
    • Advocacy Groups / Associations
  • Definition and focus on most important promotional objectives:
    • Awareness, Consideration, Trial, Use, Advocacy
  • Promotional materials and agency coordination
  • E-marketing and website
  • Publication plan

Sales Model

  • Customer segmentation and focus
  • Coverage model (Reach) and Call plan (Frequency)
  • Segment-specific call engagement model / messaging platforms
  • Performance metrics and analytics
  • Sales materials
  • Training
  • Launch Meeting
  • Sampling
  • E-detailing
  • Linkages with non-personal promotion (e.g., website)