MARCH 2010 • Contents

Fresh Approaches to Launch Success:
Implications from an IMS Study of 3,000+ Brands

Fewer than 6% of product launches are actually successful, an alarming statistic given the hundreds of millions of dollars pharma companies invest in clinical and commercial development each year. The main culprit? A “one-size-fits-all” strategy that often ignores cultural nuances and fails to customize the launch to a specific geography. IMS recently wrapped up fresh analysis of more than 3,000 brands spanning 64 therapy areas and 8 countries, and has formed new conclusions regarding what companies must do to position their brands for success. Important inputs to this are novel commercial approaches and recognition of the varying timescales that need to be factored into pre-launch and post-launch strategies, as well as the performance management systems needed to support these. In this video, join IMS experts as they:

• Relate highlights from the 2008 study and discuss key implications for launch planning and implementation
• Analyze the all-important launch window, describing how — and why — this varies across geographies
• Illustrate market expansion strategies and the KPIs that must be used to measure success and ensure swift corrective action

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