Beyond The Storm

The importance of getting launch right first time and the difficulty of recovering from a
slow start suggest that there is an overwhelming need for a consistent approach to
ensure launch success.
There are 4 critical areas that drive the launch success

It is essential to monitor the progress on the roadmap we have designed. The progress
can be monitored by cross-referencing against the objectives of key performance
indicators (KPIs).

Risk Mitigation
In order to reduce the uncertainties arising out of pre, during and post product launch,
we need to perform scenario planning. Planning needs to be done on operational,
financial and strategic fronts to mitigate the respective uncertainties.
Sources of External Uncertainty Sources of Internal Uncertainty
1. Regulations 1. Portfolio
2. Clinical Trials 2. Organizational
3. Market 3. Resource
We need to integrate Resource Planning to nullify the uncertainties
Step 1: Identify the key uncertainties by mapping internal and external variables that
may change over time.
Step 2: Prioritize these variables according to their likely impact, the probability they
will occur, and the company’s ability to influence this occurrence.
Step 3: Combine the variables into an issue tree - a logical method to identify all
plausible scenarios - and then prioritize the scenarios using similar criteria to those used
in Step 2.
Step 4: Define proactive and reactive steps to be taken to prepare for or respond to each
scenario.
Establishing Unmet Demands
To cater to the unmet demands of the consumers, we have to go beyond raising the
product awareness. In case of pharma industry, we also have to raise awareness around
the disease.