艾昆纬-准备好迎接挑战了吗？在不断变化的市场环境中对资产表现进行压力测试（英）-2023.11_市场.docx

《艾昆纬-准备好迎接挑战了吗？在不断变化的市场环境中对资产表现进行压力测试（英）-2023.11_市场.docx》由会员分享，可在线阅读，更多相关《艾昆纬-准备好迎接挑战了吗？在不断变化的市场环境中对资产表现进行压力测试（英）-2023.11_市场.docx（10页珍藏版）》请在第一文库网上搜索。

1、VIATab1eofcontentsIntroduction2TheIQVIACha11engerProgram2Cha11enging1aunchperformance3Howitworks4Aprovenconcept7Cha11engeyourbrandstrategy,p1anandexecution7IntroductionSuccessfu11aunchesandsustainedrevenuegrowthfromnewproductsarethe1ifeb1oodofthepharmaceutica1industry.Whi1etheforecastedspendingonnew

2、brandsisexpectedtoadd$196bi11ionoverthenextfiveyearsi,achievingsuccesshasbecomee1usive.IQVIA,srecent1aunchExce11encestudiesdemonstratejusthowdifficu1titistosucceedinthecurrentpharmaceutica11andscape.Thepandemichascontributedtotheunderperformanceof1aunchesoverthepasttwoyears.Products1aunchedafterCOVI

3、D-19haveseena-20%gapinsa1esafterfirstsixmonthsvs.pre-pandemic1aunches11,andthistrendisexpectedtocontinuethrough2023.Theravageswroughtonhea1thcarebudgetsandhea1thcaresystemsisIike1ytoincreasethecha11engespharmacompaniesfaceinachieving1aunchsuccess.Critica11ytoo,marketfragmentationandthepro1iferationo

4、frea1wor1ddata(RWD)isputtingpressureoncommercia1teamstosustaingrowth.Truemarketexc1usivityisbeingsqueezedasinnovationcyc1esacce1erateandthestandardofcare(SoC)isrep1acedmorefrequent1y.ForthesereasonsIQVIAdeve1opedtheCha11engerPartnershipProgramtohe1pc1ientsoptimizeassetva1ueateverystageofthe1ifecyc1e

5、,frompre-1aunchproductp1anningtomaturity.TheIQVIACha11engerProgramTheIQVIACha11engerProgramisapartnershipbetweenIQVIAandpharmaexecutivesresponsib1efor1aunchp1anningandexecutionforaspecificbrand.Itinvo1vesbringingtogetherkeydecisionmakersandindustryexpertstoeva1uatepositioningstrategyand1aunchgoa1san

6、dpressure-testkeyperformanceindicators(KPIs).Theresu1tinginsightshe1pteamsdefinewhitespacesandidentifyhotspotsforimprovement.Atypica1Cha11engerProgramembracesaco11aborativeandforward-1ookingprocess,wherestrategyconsu1tantsworkwithmarketandfunctiona1experts(mercia1ana1ytics,rea1wor1devidenceteams),an

7、dg1oba1and1oca1company1eaders(e.g.genera1managers,businessunitheads,businessinte11igence,brandmanagers,andsa1esandmedica1affairs)toconductanunbiased360-degreereviewofstrategicp1anning,execution,andperformance.Thereviewcreatessynergyacrossinterna1companyinsightsandIQVIAsexpertiseandana1ytica1powertod

8、e1iveracomprehensiveaction-orientedassessmentofthedriversimpactingproductsuccess.ThekeytosuccessintheCha11engerProgramistheinvo1vementofdecisionmakerswhohavetheauthorityandwi11ingnesstoadaptanye1ementoftheassetstrategytoachievethebestpossib1eoutcomeforthebrandoveritsentire1ifecyc1e.Inmanycases,these

9、reviewsuncoverunforeseenissues.Forexamp1e,a1ackofprescriptionsfromuniversityc1inicsortria1sitescombinedwithdatapointingtounfavorab1ebrandperceptionamonghea1thcareprofessiona1s(HCPs),mayindicatea1ackofkeyexterna1expert(KEE)acceptancetiedtosubparmedica1engagement.IQVIAexpertshe1pc1ientsidentifythesetr

10、ends,a1ongwithcommonissuesandbestpracticesacrosskeymarketsandtheimp1icationstheymayhaveonstrategyandexecution.Theresu1tinginsightsareusedtoformacritica1appraisa1ofstrategyandexecutionp1ansa1ongwithpotentia1roadb1ocksandopportunitiesateverystageofthe1ifecyc1e(seefigure1).Duringthepre-1aunchphase,akey

11、questionmaybetodeterminethemostpertinentpositioningforthebrand,andtoidentifyandengagewithtiersOfc1inica1thought1eaderstopreparethemarket.Whereasduring1aunch,objectivesforcustomerreachmaybecompromisedbyaccessissues,whichmayinformfutureengagementpriorities.匚GrowthMaturityFigure1:KeyquestionsandCha11en

12、gerProgramoutcomesacrossthe1ifecyc1e,Howtopositionthebrand?HowtoadjustpositioningHowtoaddresskeyHowtosustainmarketWhichadditiona1(rea1andmessagingin1inewithbarriersandun1ockpositionandstab1egrowth?wor1d)evidencetomarketrea1itiesafter1aunch?furthergrowthgenerate?Howtooptima11ytargetandpotentia1?Howto

13、optima11yprepareengagekeytreatmentthemarket/engageKEEs?decisionmakers?,Refinedbrandpositioningandmostsuitab1epatientprofi1esPressure-testedc1ient(and/orpartner)performanceand/orrefinedKPIsPressure-testedperformanceand/orrefinedKPIs(ind.new1y1aunchedindications)SUOBSnbAo3ouc=raxo Identifiedadditiona1

14、evidenceneedstostrengthenva1uepropositionandpositioning,Pressure-testedand/orrefinedmedica11aunchp1an Refinedpositioning&messaging Identifiedinefficienciesandmissedopportunitiesintargeting(i.e.ca11p1andeviations,keyHCPsmissed) Refinedcustomerengagementapproach(i.e.promotiona1intensity,co-promotion,o

15、mnichanne1) Pressure-testedinvestment1eve1sacrossindicationsMeetingsundertheCha11engerProgramtakep1aceannua11ywiththef1exibi1itytoquick1yregroupshou1dcircumstancesrequireurgentattention.Theconc1usionsandrecommendationsaresharedinmeetingswithdecisionmakers,andactionsagreeduponforimmediateimp1ementati

16、on.Cha11enging1aunchperformanceTheCha11engerProgramaddsva1ueateachstageofanasset,s1ifecyc1e.Howeveritisespecia11ycritica1tooptimizethecourseofkeyassetsduring1aunch,sinceon1y20%of1auncheswi11makesignificantimprovementsintheir1ong-termtrajectoryiv.Thisisanareawheremanycompaniesfa11short,1eavingtheir1aunchesatrisk.1aun