The changing face of pharmaceutical launches

The industry has experienced a sustained period of change since its blockbuster heyday in the 1990s and continues to evolve, with significant ramifications for new pharmaceutical launches.

As the market shifts to better meet the combined needs of patients, payers and prescribers, pharmaceutical launches are being transformed by digital technology and, by extension, multi-channel marketing.

The changing face of pharmaceutical launches is captured in a new whitepaper that has been produced by Williams Lea Tag, and which features expert insight from Boehringer Ingelheim and Teva.

It outlines the significant challenges industry launch strategies face, even as digital pharmaceutical launches and the pharmaceutical industry's use of multi-channel marketing strive to mature.

Although launches can now be faster, more integrated and more targeted than ever before, the great depth and breadth of data now available to pharmaceutical marketers also makes them much more complex.

To navigate this, marketers need to have a clear understanding of payers’ and prescribers’ needs and know how those needs are affected by healthcare trends such as the rise of digital health technology.

Alongside this, the internet and social media have forever changed the way that patients access and process information, empowering patients to learn about their conditions and play a more central role in their care than ever before.

Within this changing environment the Williams Lea Tag whitepaper considers how to build pharmaceutical launch expertise, what an optimum skill mix looks like and how to deal with the tremendous pressure internal pharmaceutical teams face from the on-demand nature of digital media and communications.

As traditional models of sales engagement are being upgraded, it also looks at how to establish launch expertise in today’s digitally-led, multi-channel pharmaceutical world and why an old-fashioned blockbuster mentality needs to be discarded.

The Digital Transformation of Pharmaceutical Launches looks at what pharmaceutical companies need to know as they bring new products to market, if they are to stay ahead of the curve in today’s fast-moving environment.