In Search of Global and Local Launch Team Effectiveness. 10 th Annual Pharma Marketing Summit th October, 2010

Transcription

1 In Search of Global and Local Launch Team Effectiveness 10 th Annual Pharma Marketing Summit th October, 2010

2 Workshop Aims The key elements to successful launch team excellence How global and local teams work well together and where the conflicts can be at different launch phases Direction and advice on how to avoid pitfalls and manage the global/local interface successfully We must create a kind of globalization that works for everyone... and not just for a few. Nestor Kirchner

3 What does Launch Excellence look like? 1. Good strategy - well communicated and executed 2. Organisation, planning and sales force readiness and motivation 3. Good product positioning and effective segmentation and targeting 4. Effective market shaping, conditioning and KOL advocacy 5. Sales and performance measures 6. Gaining market access Source: Uptake Strategies Survey, A New Era of Launch Excellence, 2009.

4 What are the main reasons for launch underperformance? Targets/ Ambition Unrealistic Salesforce Engagement Poor Execution, Tracking and Remedial Action Too few resources, too late Marketing Strategy not right - weak positioning and customer needs analysis Insufficient prelaunch shaping and planning Source: Uptake Strategies Survey, A New Era of Launch Excellence, 2009.

5 Effective teamwork underpins launch success Targets/ Ambition Unrealistic Salesforce Engagement Poor Execution, Tracking and Remedial Action Too few resources, too late Marketing Strategy not right - weak positioning and customer needs analysis Insufficient prelaunch shaping and planning Source: Uptake Strategies Survey, A New Era of Launch Excellence, 2009.

6 Why is global and local launch team effectiveness important? US and EU often first to market Valuable Experienced in marketing to consumers Regulatory hurdles challenging Market Access barriers getting higher Kick-start for top 20 global market launches Growth of emerging markets has brought new external challenges Diverse healthcare systems and reimbursement approaches A spectrum of politics Varied distribution and tendering requirements Wide-ranging levels of market sophistication Different regulatory requirements Mixed customer needs and patient affordability

7 Why is global and local launch team effectiveness important? Changing dynamics of new top 20 global markets has also brought new internal challenges Resources...both finance and people often spread very thinly across the organisation Variable marketing expertise and experience Wide geographical spread of offices Diverse language and culture Lack of lead-time for launch preparation Different local priorities to global ones Cross-functionality

8 How global and local launch team effectiveness affects launch excellence? Factors rated as extremely important in achieving launch excellence Clear pricing & reimbursement goals + support programmes Salesforce engagement and training on the product and launch campaign Segmentation and targeting of local prescribing and influencing customers Consultation and mobilisation of physician opinion leaders Adequate and early resource (people and finance) "Success" mindset across the organisation and clear ambition for launch Is global-local launch team effectiveness important? Yes/No/How discussion with group Source: Uptake Strategies Survey, A New Era of Launch Excellence, 2009.

9 Launch Excellence requires different skills, resources and approaches across each phase: Early Commercialisation Launch Planning Pre-Launch Implementation Launch Post-Launch Commercialisati on Reference: Chartered Institute of Marketing workshop - Navigating the different phases of a launch to achieve commercial success March 2010

10 Global vs Local Launch Teams: Getting the balance right Phase III L -6 months L+ 18months Pre-Launch Peri-Launch Post-Launch Local Local Global

11 Break Outs Objectives To chart areas of focus (strategy, planning, decisions, implementation) across the different phases of the launch process from either a global or local perspective To identify potential areas of synergy and conflict between global and local teams at each phase Use the templates provided to capture outputs on 2 flipcharts and be prepared to present back to the whole group 2 Groups: Group 1: Global Group 2: Local Timing 25 mins to complete

12 Areas of Focus: Global or Local Teams Pre-Launch L-18 to -6 m Peri-Launch L-6 to +6 m Post-Launch L+6 to 18 m Area of Focus

13 Global/Local Synergies and Potential Conflicts Pre-Launch L-18 to -6 m Peri-Launch L-6 to +6 m Post-Launch L+6 to 18 m Synergies Conflicts

14 Global and Local Launch Team Effectiveness R&D Global Launch Team Global/Regional Management US Europe Emerging Markets

15 Managing complex and virtual team dynamics Local cross-functional team Global crossfunctional team Functional team Local management Regional and global management Local, regional and global support service teams

16 Managing complex and virtual team dynamics Local cross-functional team Global crossfunctional team Functional team Local management Regional and global management Local, regional and global support service teams External stakeholders and customers

17 How does geographic location impact company culture? Rio de Janeiro Ingelheim Indianapolis New Jersey Geneva London Brussels Tokyo

18 Drivers of Potential Synergy and Conflict: The 10 P s 1. Personality 2. Power 3. People resources & skills 4. Pressure 5. Purposes 6. Performance recognition 7. Processes & Tools 8. Poor communication 9. Planning 10. Product Profile

19 In Conclusion Global and Local Launch Team Effectiveness benefits from: Time invested in people and teams Respect and trust Common vision, goals and processes Acknowledgement: 5 challenges to virtual team success, Kirkman et al, Academy of Management Executive

20 Thank You Stephanie Hall, Managing Director Uptake Strategies Ltd T: +44(0) F: +44(0) E: Castle Hill House 12 Castle Hill Windsor Berkshire SL4 1PD United Kingdom Copyright Uptake Strategies, 2010

21 Our Team Our key areas of focus are Launch Excellence, Marketing Planning and Competitive Strategy to drive rapid UPTAKE of pharma and biotech brands We offer a unique blend of hands-on industry experience gained via senior commercial roles across a range of companies Professional and personalised approach to every project with a focus on specific, measurable results. Stephanie Hall Georgina Lonsdale Maxine Smith Liz Ainslie Roz Abery

22 Our Services Our services span the marketing planning process from early commercialisation through to post-launch maximisation : - Strategy Launch/Business Planning Competitor Analysis Launch Excellence: strategy, planning & implementation Global sequencing Post launch maximisation Our Consultancy can be enhanced with Marketing Excellence Training of teams with content designed specifically to reflect your brand s real life challenges at that time Early Commercialisation Launch Planning Pre-Launch Implementation Launch Post-Launch Commercialisat ion Focused Marketing Excellence Training

23 Our Unique Approach at Uptake Insight Supportive Challenge Integrity Actionable Implementation

24 Workshop Outputs

25 Break Out Group: Local launch team Synergies with Global team 1. Strategic brand master plan 2. KOL endorsement 3. Publication Plan 4. Core Claims 5. Product Supply Conflicts with Global team 1. Positioning (based on insights) 2. Corporate culture: top down vs partnering and buy-in 3. Tactical roll out materials, messaging, promotional spend 4. Branding 5. Local measurement

26 Break Out Group: Global launch team Synergies with Local teams 1. Creation of internal vision, priority and engagement: global internal launch framework, branding, enabling tools 2. Excellent launch plan with longer time horizon 1. Note guidance on pipeline and portfolio menu for local teams 3. External market preparation and shaping 4. Best practice sharing to maintain enthusiasm pre and post launch Conflicts with Local teams 1. Resource and priorities for launch with different timeframes 2. Managing cultural differences 3. Different expectations and interpretation of launch performance and KPIs 4. Post launch flexibility/adherence to global branding and campaign

27 Workshop Recommendations Issue: Global-local team alignment on positioning Commission comprehensive research in a variety of global markets to inform global positioning Engage local launch teams early in the development of strategy including positioning to ensure buy-in and local implementation Define if/how the positioning or core branding elements can be adapted at a local level Issue: Leverage internal vision and engagement for the launch across local teams Create an extended global team early in development High levels of dialogue and communications Start early to include local teams in strategy development Extended global team members become local champions Approach may vary depending in size and set up of company Look at staggered/sequencing launches Share best practices

28 With thanks to the workshop participants across the pharma industry Liz Ainslie and Stephanie Hall