Enhancing launch effectiveness by overcoming complex pathway barriers
Racing against the clock to capture early launch learnings and facilitate course correction for strategic direction and tactics in a critical year for the brand.
Client
Global Commercial
Early indications highlighted HCP hesitation around trialling a new class of treatment with specific questions around the“right” patient, when to initiate and new service pathways needed for pre-initiation and testing requirements. Patients are excited by a new route of administration but unclear on when and how to access acrosstheir treatment journey. Patients are seeking clinician reassurance around testing requirements. Launch countries needed simple and clear direction on prioritisation and sequencing of messaging, strategic use of patient profiles along with concerns in navigating pre-initiation test discussions.
Insight sprints for rapid launch best practice
A 12-week insight sprint using TCC Health’s Design+ Thinking framework to inform interviews, analysis and pull through to pathway-centred engagement strategies for wave 2 country teams.
A breadth of qualitative and quantitative insights were generated from early launch markets using pathway-focused frameworks. Over 20 pathway-centric field force interviews were conducted to uncover insights reflective of real-world experience, combined with review of over 40 market research outputs. A series of recommendations were prioritised to address clinician behaviour and underlying service barriers.
Deliverables included an early launch playbook, field force conversation funnels and a global-local strategy workshop.
Cut-through engagement and solutions that addressed pathway needs for HCPs, through smarter, faster decision-making across the brand team
Country leads said the workshop was “very helpful” inadvancing understanding and pull-through of launch readiness and performance
Launch leads across therapy areas said “I learned something that could help me with my launch preparations” following a best practice sharing session on the project
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breathe in the real world
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