Pre-Launch
Focus on specialist drugs prescribed by doctors in a specific field, who actively seek information to make evidence-based decisions (Vakratsas and Wang, 2023). Therefore, it is crucial to facilitate specialists who gain experience through clinical studies and who share their experience with colleagues as key opinion leaders (KOLs). This can be done through presentations or scientific publications, which highlight both medical insights and organisational lessons learned (e.g. care planning, monitoring). Alongside specialists, the experience of patients is also important. Both sources help to define the unique characteristics of a new treatment, which form the backbone of the launch campaign.
Launch
In 2015, a German study revealed a remarkable shift in patient preferences regarding treatments: quality-of-life over longevity (Diederich and Salzmann). “Rather adding life to the years than adding years to the life.” At the same time, decision-making criteria and discourse among doctors are shifting from pure effectiveness to patient experience and quality of life. As a result, successful launches are primarily determined by patient-relevant communication. How do you express unique characteristics from the patient’s perspective?
Post-Launch
After the launch, it is important to confirm confidence in the new treatment by identifying information gaps and by adjusting rapidly. It is essential, for example, to create appropriate expectations regarding the method of administering a treatment and its monitoring. The same applies to anticipating and treating side effects.
