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All Rights Reserved. marcus evans ® 2019

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 Michele Mencer, Head of Commercial Operations Neuroscience Franchise, US Pharma at Novartis

Ahead of the Commercialization and Portfolio Optimization for Pharma, we spoke with Michele Mencer, Head of Commercial Operations Neuroscience Franchise, US Pharma at Novartis*  about the strategic factors into launching a new product.

You will be presenting on “Identifying the Important Multi-Dimensional Strategic Factors that Play into Launching a New Product Nationally vs. Globally to Ensure Positive Launches,” what are some key takeaways the attendees can expect from your session? 

There are some common areas of alignment and misalignment when it comes to new product launches at the local vs. global level.  I’m looking forward to sharing my perspective on these areas based on my 20+ years of commercial experience and also some tips on how to best navigate these areas.  Teams that can successfully manage through common areas of misalignment have brands that generate far more impact than those unable to do so. 

What tactics can be done to successfully introduce new products globally? 

There are two approaches that come to mind on this topic.  First, clear and continuous alignment across key stakeholders is critical in the successful launch of a new product, especially if market dynamics are shifting rapidly.  In addition, recognition that certain aspects of a launch are more global than others is important to take into consideration.  For example, interacting with key opinion leaders in the medical community likely requires more global coordination than other launch aspects since medical colleagues frequently attend international and national congresses, dependent on the therapeutic area of product launch.   

How can it be beneficial to foster separate launch plans? 

Creating separate national and global launch plans provides the benefit of both comprehensive and tailored thinking to local market dynamics.  It is important, however, that the separate plans complement rather than compete with one another. 

Why is it crucial to determine whether a product should be launched nationally or globally? 

Local market dynamics can be unique across geographies and will be a key driver that informs whether products should be launched nationally or globally.  At a minimum, it is important that brand positioning and risk benefit profile messaging does not contradict across markets.  
 
In your experience, what is the best strategy to integrate alignment across all major markets? 

Ensuring transparent communication and the identification of geographical imperatives can help the team identify launch areas that require the team’s focus in order to maintain alignment.   

What motivated you to attend this particular event? What is the one factor you hope to gain from this forum? 

I am excited to learn from fellow conference attendees on the topics of commercialization and portfolio optimization.   The collective experience at the conference will be impressive! 

*The views and opinions expressed in this article are those of  Michele Mencer and do not necessarily reflect the views of Novartis.



Michele Mencer 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

  • Optimize market access to include endpoints that are meaningful to both payers and patients 

  • Enhance commercialization strategy in order to ensure a successful product launch 

  • Implement cross-functional collaboration to eliminate silos between stakeholder groups 

  • Maximize data analytics to gain beneficial insights for a successful commercialization plan 

  • Integrate commercial input earlier in development to reduce the risk of missing crucial information 

  • Establish robust frameworks to improve portfolio optimization 

  • Determine important factors that play into launching a new product globally vs. nationally 

  • Utilize real-world evidence for enhanced decision making 

  • Streamline resource allocation to determine adequate spending budgets 

Practical insights from active practitioners in your sector

  • Michael Januszeski, PhD MBA
    Global Commercial Strategy Director Janssen, Pharmaceutical Companies of Johnson and Johnson

  • Yasser Ali
    VP, Commercial Operations and Business Analytics 
    BeiGene 

  • Shubham Nath
    Associate Director- Quantitative Sciences (Global Analytics)
    Merck 

  • Wenjia (Grace) You
    Director, Global Portfolio Management and Strate- gic Analytics
    EMD Serono, Inc. 

  • Ahmed Salah Elhady
    Associate Director,
    Global Marketing and Commercial Operations
    AbbVie

  • Nicolas Rivelis
    Assistant Director Launch Excellence
    Astellas Pharma

Case study: 
Identifying the Important Multi-Dimensional Strategic Factors that Play into Launching a New Product Nationally vs. Globally to Ensure Positive Launches (14th of August at 16:15 am)

• Strategizing whether a product should be launched nationally or globally from the start to achieve maximum success 

•Fostering separate launch plans to best determine if a product should proceed sticking to the US or to let the market expand into going global later on 

•Organizing how to best introduce new products globally as there is a more generic world kind of environment 

•Integrating alignment with all major markets to ensure launches are set at the same time 

•Determining the multi-dimensional strategic considerations during a global launch (country sequence, local implications, etc.) for ultimate execution 

For registration pricing and multiple attendee discounts, please contact:

Melini Hadjitheori 
melinih@marcusevanscy.com