IQVIA

Nearly half of all launches fail to meet first-year financial expectations. From the moment commercial planning begins, new product launches face a gauntlet of challenges. By applying a scoring model to new product launches, four archetypal launch profiles have been identified. Each Launch Archetype is defined by the product’s ability to fulfill a currently unmet need in the market and level of differentiation.

Understanding which Archetype defines a product’s launch can increase its chance of succeeding. Each Archetype comes with its own set of considerations, marketing implications, and associated launch challenges. Thus, a product’s Archetype should factor into key aspects of the launch plan including the product’s positioning, critical success factors (CSFs), key performance indicators, and the promotional budget.

Key Takeaways:

• An understanding of Launch Archetypes and their market profiles
• Science Sells
• Market Shaping
• Emphasize the Difference
• Who Benefits
• Strategic trends among Market Shaping launches
• Market factors influencing the trends
• Brand team responses to trends
• How to use Archetypes when developing a launch plan
• Identifying strategic themes
• Enhancing product positioning
• Developing Critical Success Factors
• Determining promotional investment

Presenters:

• Darin DeCarlo, Senior Principal & Segment Lead, Commercial Services, US - IQVIA
• Bill McClellan, CoE Leader, Launch Excellence, Commercial Services, US – IQVIA

Organizations are transforming their sales functions from being reactive to proactive, and from intuition-driven to insight-driven. The emergence of vast amounts of sales and patient level data from multiple sources and platforms has provided companies with more information than they’ve ever had before. Machine learning is a branch of artificial intelligence that enables computers to recognize patterns in existing data, update with new patterns from incoming data and continuously optimize recommendations. Innovative machine learning methods, together with clinical insights and continuous model enhancements, provides superior proactive and precision targeting results. It allows sales functions to improve their sales performance and effectiveness.

In this webinar, we will discuss the following aspects:

• Business objectives and benefits of proactive sales strategy
• Proactively identify sales potentials among targeted universe
• Help sales functions update/prioritize their target and call focus with patient insights
• Improve sales performance
• Outline of machine learning methodology and process
• Data collection, cohort define and feature calculation
• Model build and selection
• Model validation & application
• Model enhancements and validation on precision targeting
• Model introduction: Logistic, Random Forest, XBG, Deep learning
• Enhancement: Stacking, Ensemble, etc (flexibility of using models)
• Demonstrate how proactive and precision targeting optimizes sales performance
• Illustrate how to validate model accuracy on a timely manner
• Describe case study objective
• How selected model is implemented
• Validation on precision on a timely manner
• Other insight of targeting in a timely manner
• Patient profile
• Doctor insight

Presenters:

• Li Zhou, Sr. Principal, Advanced Analytics Organization, Global, IQVIA
• Zhang Zhang, Manager, Advanced Analytics Organization, IQVIA
• Lynn Lu, Senior Principal, Advanced Analytics Organization, IQVIA