Judith Kulich, Mike Kelly, Christina Corridon, Mary Ann Godwin and Kapila Viges co-wrote this blog post with Ben Hohn.
Most large pharma and biotechnology companies have historically relied on a singular "best practice model" for preparing for launch. Highly structured and rigid launch readiness models made sense in a world where similarities between launches were significant. As pipelines and portfolios have evolved dramatically—now reflecting launches in specialty, rare disease, combination therapies, personalized medicine, and follow-on indications instead of mass-market blockbusters—a rigid, one-size-fits-all model for launch excellence isn’t sufficiently relevant for each launch. A new launch excellence model that’s more agile, flexible and reflective of the varied launches that a company faces should be the goal.