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

Situation
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First CAR-T product introduced for DBLCL
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Critical launch for Kite as the company was being acquired by Gilead
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Novartis launching at the same time
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Needed a “bullet-proof” go-to-market strategy
Activities
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Developed sales force MBOs
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Identified prospective challenges facing initial adopting institutions
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Performed RADAR™ analysis of initial customers to refine the launch plan and reduce challenges associated with the process
Impact
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Activities still ongoing but Yescarta has approximately 2/3 market share of procedures

Situation
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Respiratory product late entrant
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Unique rapid acting mechanism of action
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Compete against Advair, well entrenched competitor
Activities
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Developed positioning, messaging, and targeting in both the US and EU
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Worked on both Asthma and COPD indications
Impact
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Symbicort has been a success overall in achieving both penetration and differentiation, reaching $2.5B in annual sales

Situation
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Breakthrough product in Hepatitis C
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First product launched by Vertex
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Launch timing identical to Boceprevir from Merck and Merck had Hep C experience
Activities
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Revised go-to-market plan for launch
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Developed key metrics and milestones
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Ran KOL advisory boards and became adjunct team member
Impact
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More efficient plan was more capital efficient and didn’t require additional raise
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At the time, the fastest launch in the history of the pharmaceutical industry, $0 to $1B in 5 months