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Commercialization and Portfolio Optimization for Pharma
Developing Comprehensive Commercialization Plans to Ensure Successful Product Launch
14-15 Aug 2019
Philadelphia, United States of America
marcus evans Noth America
What our delegates think of us:
Overall great use of two days. I learned many nuanced points on topics I already felt I had a good handle on. New information!
Medtronic
Good opportunity to hear a diverse set of perspectives on a common topic. I value the insightful comments and ideas.
Celgene
This is a very informative conference; this was well organized – credit goes to the organizers.
Alcon Novartis
An interview with Divya Yerraguntla Sr. Director/Head Global Commercial Program Management Office at SUN Pharmaceuticals Industries, Inc.
Ahead of the Commercialization and Portfolio Optimization for Pharma, we spoke with Divya Yerraguntla, Sr. Director/Head Global Commercial Program Management Office at SUN Pharmaceuticals Industries, Inc. about the key performance indicators across each of the launch phases.
You will be presenting on “Leveraging KPI’s During Pre-Launch and at Launch to Ensure Success,” what are some key takeaways the attendees can expect from your session?
Key Performance Indicators provide us with a way to measure our success on a launch. Some major key takeaways from the session will be:
How is it beneficial to embrace KPI’s across each of the launch phases?
KPIs help us identify key milestones in any phase of the launch. It provides a consistent way to monitor and measure progress against set goals for the launch.
Why is it important to measure the organizational readiness of a product at pre-launch?
The biggest challenge in any organization is Change followed by Resourcing. In case of a new launch, we deal with both of these factors. Understanding pre-launch readiness helps us understand how ready an organization is, where the GAPs are and how the team plans to address them.
What can be done to best monitor a drug’s brand awareness and message effectiveness?
The biggest challenge with Brand awareness is to prove how your campaigns contribute to sales. A few typical measures used by marketing teams are direct traffic to the product website, media impressions, referral traffic online, search volume, social engagement and in Pharma its market research on ATU (Awareness, trail and usage)
In your experience, what are the best tactics to avoid an unsuccessful product launch?
Understanding of the market landscape you are launching into, Strong strategy and planning are key to a successful launch. To avoid an unsuccessful launch, it’s critical to have a tactical plan that is based on current market dynamics with a forward looking view of at least 5 years. Using tactics that are relevant in other markets or therapeutic areas don’t always help. Every product launch is unique and you should treat it as such.
What made you want to be a speaker for this particular event and what do you hope to gain?
Having launched 16+ products now in the Pharmaceutical industry, I want to share some of my learnings with my peers. Given the great line-up of speakers, I hope to learn from their experiences and expertise as well.
Divya Yerraguntla is one of our keynote speakers
Why you should attend this marcus evans conference?
More than 14 hours of focused end-user driven case studies
Practical insights from active practitioners in your sector
Case study:
Leveraging KPI’s During Pre-Launch and at Launch to Ensure Success(15th of August at 14:30pm)
• Embracing KPI’s across each of the launch phases to quantify a product’s success
• Measuring the organizational readiness of a product at pre-launch to prepare for launching
• Monitoring a drug’s brand awareness and message effectiveness to establish market readiness
• Setting, measuring, and tracking critical KPI’s to avoid an unsuccessful product launch
For registration pricing and multiple attendee discounts, please contact:
Melini Hadjitheori
melinih@marcusevanscy.com