Launch Excellence Strategy Cards

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What is it?

A collection of 50 tactics and strategies to improve your launch success of new drugs, indications or digital health products or services.

This digital card deck works best when you want to tackle a challenge or opportunity for a stakeholder in the healthcare ecosystem:

  • patients
  • caregivers
  • HCPs
  • PCPs
  • nurses
  • specialists
  • pharmacies
  • payers
  • governments
  • etc

For who?

This collection is for teams that are preparing the launch of a new drug or digital health product in their market

It can be used for all therapeutic areas and is relevant for several functions: medical, brand, marketing, market access, etc.

For good karma, share your effective launch strategies for other launch teams to learn from!

Why use it?

  • For inspiration in refreshing and tailoring your market access and brand strategic plans

  • To identify non-obvious launch strategies to overcome challenges in your patient experience and patient funnel

  • To inform scenario planning by triggering valuable team discussions about possibilities

How to use it?

  1. Start from a (basic) patient journey and list the challenges that stakeholders have at each phase. What are problems worth solving? What unmet needs can you find? What are the insights that you want to address?
  2. Filter on a phase in the patient journey and/or filter on a trend to receive the most relevant strategies.
  3. Read the title of a card and ask your team if any ideas come to mind. These potential scenarios can trigger valuable discussions that allow for more robust scenario planning.
  4. Read (and explain) the example that is given to better understand the scenario.
  5. Copy the most relevant elements of a tactic and tailor it to the context of your market. This step is the most important one to master.

Filter on a phase

Filter on a trend

Leverage collaboration with device partners to create more standardized and convenient disease management tools

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
AstraZeneca China and the Wuxi government in partnership with device company Omron jointly initiatied a platform to create China MMC (metabolic management center). MMC is an integrated solution providing diabetic patients with a 1-stop diagnosis and treatment management platform. It allows to check-up all diabetes complications in just 25 minutes, and provide 51% increase in glycemic control rate of patients. It already benefitted hundreds of thousands of patients in China with an objective to reach over 10 million T2D patients and reduce T2D complications by 10% in 10 years.
KPI suggestion: # of patients served; reduction in T2D complications

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Improve sub-optimal parts of the supply chain by working out direct-to-patient models.

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
PillPack is a service by Amazon Pharmacy that re-packages medication tablets into small bags with date and time stamp to help poly-medicated patients more easily manage their planning and daily intakes. The aim is to reduce waiting times at pharmacies by pre-filling prescriptions and shipping them out directly to patients with free shipping. The service is now supported by most insurance health plans across the USA.
KPI suggestion: Saved time for patients, cost of care, etc.

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Raise awareness in novel ways with simple and immediate calls to action.

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
The Melanoma Institute Australia ran an outdoor fundraising campaign in collaboration with Disciple and JCDecaus to encourage passers-by to make small donations to help fight melanoma research and treatment. A custom-built advertising panel was deployed wherein an animation of a melanoma gradually would grow and spread across the billboard until a monetary donation was made. Once that was done, the melanoma would start to shrink, emphasizing the link between funding and successful treatment. A Simple contactless tap-and-pay card payments machine was used to take donations.
KPI suggestion: # of people reached/engaged

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Leverage genetic testing (or other testing) to better offer personalized education and services.

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
ALLÉL® is a beauty-focused DNA testing kit, which can curate product recommendations – branded or personalized products based on users’ specific genomic skincare traits.By taking the ALLÉL® Power of Prediction® DNA test, you can find out what driving forces influence your skin’s aging process and tailor your skin care regime to your needs.
KPI suggestion: #/% of personalized services pursued

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Remove the administrative burden on doctors, nurses, caregivers so that they can stay focusedd on providing the best patient care.

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
Suki is an AI-powered, voice-enabled digital assistant for doctors that generates 100% accurate notes, thus lifting the administrative burden of doctors and enabling them to be productive, and more focused on treating patients.Suki’s AI gets smarter with each interaction . So now, doctors can finish their work, 76% faster than before.
KPI suggestion: Increase in time HCP spends with patients; increase in HCP productivity

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Use technology to ensure timely care is provided in emergency situations.

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
Altair Medical’s RESPMETER is a wireless biosensor that detects Opioid Indused Respiratory Depression (OIRD), a common and often fatal side effect of using opioid drugs. The chest worn biosensor monitors respiratory patterns and analyses them using proprietary algorithms. When the device detects OIRD in the wearer, it sends an alert to designated first responders, who can then intervene by administering naloxone. The RESPMETER will play an important role in the global opioid epidemic by assisting in the quicker delivery of life-saving medicines.
KPI suggestion: Response time of emergency services

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Integrate knowledge about local culture, behavior, and ritual into innovative healthcare solutions.

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
McCann Health partnered with the Afganistan Ministry of Health to overcome cultural bias against vaccinations by developing an Immunization Charm bracelet. A bracelet documents immunizations and vaccines with individual coloured beads whilst acting as a symbol of protection to the family and community. Cultural incentives tied into modern healthcare needs have become essential tools for healthcare workers to understand a child’s immunization history where official records are not kept. By understanding the local symbolic culture, HCPs were able to tackle some of the highest infant mortality rates on the planet.
KPI suggestion: # of new culturally accepted treatments given at local tradition based touch points

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Decrease stakeholder involvement by designing the product or service in a way that prevents potential mis-usage?

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
Syqe® Inhaler is a the first programmable inhalation device that is paired with cannabis. It basically uses preloaded cartridges of medical cannabis produced under pharmaceutical standards. Syqe’s patented technology introduces unprecedented precision dose control as well as inhalation automation that ensures bio-availability with normal inhalation, and remote clinical monitoring. Thus, for the first time, healthcare practitioners can prescribe medical cannabis safely, with a defined dosage plan and a predictable outcome – as they would any other pharmaceutical product.
KPI suggestion: Decrease in HCP interventions

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

Obtain health monitoring data wirelessly without disturbing patients.

Activation
Prevention
Diagnosis
Treatment
Follow-up

Activation
Prevention
Diagnosis
Treatment
Follow-up
FeverFrida iThermonitor is a smart device to monitor temperatures in infants and toddlers. The device comes in the form of adhesive wearable patches that are cloud connected and allows parents to remotely monitor real time temperatures of their child without waking them up.The Data thus captured can be viewed, recorded and shared through the app. It also provides exlusive access to Boston Children’s Hospital fever management tips.
KPI suggestion: Net promoter score (NPS)

Low Touch


Patient convenience


Ecosystems


Technology Enabled


Access

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