PRE- TO POST-LAUNCH SUPPORT

Red Team Associates helps clients across the product launch life cycle. 

 

For pre-launch, we architect a winning go-to-market strategy.  We assess stakeholder importance and revise product positioning.  We also provide CCO support to address issue of access, sales force, and objective setting.

Post-launch, we help clients manage their early tracking to see if they are on track.  We can accelerate revenues of products that may be underperforming, and can reposition product messaging.

Below are a few examples of life science companies and products we have supported through different stages of launch.

Yescarta.png

Situation

  • First CAR-T product introduced for DBLCL

  • Critical launch for Kite as the company was being acquired by Gilead

  • Novartis launching at the same time

  • Needed a “bullet-proof” go-to-market strategy

Activities

  • Developed sales force MBOs

  • Identified prospective challenges facing initial adopting institutions

  • Performed RADAR™ analysis of initial customers to refine the launch plan and reduce challenges associated with the process

Impact

  • Activities still ongoing but Yescarta has approximately 2/3 market share of procedures

Symbicort.png

Situation

  • Respiratory product late entrant

  • Unique rapid acting mechanism of action

  • Compete against Advair, well entrenched competitor

Activities

  • Developed positioning, messaging, and targeting in both the US and EU

  • Worked on both Asthma and COPD indications

Impact

  • Symbicort has been a success overall in achieving both penetration and differentiation, reaching $2.5B in annual sales

Incivek.png

Situation

  • Breakthrough product in Hepatitis C

  • First product launched by Vertex

  • Launch timing identical to Boceprevir from Merck and Merck had Hep C experience

Activities

  • Revised go-to-market plan for launch

  • Developed key metrics and milestones

  • Ran KOL advisory boards and became adjunct team member

Impact

  • More efficient plan was more capital efficient and didn’t require additional raise

  • At the time, the fastest launch in the history of the pharmaceutical industry, $0 to $1B in 5 months