Medical Planning to Support Scientific Differentiation of a Product at Launch

A small, growing biotech company needed a medical plan to prepare for its first new product launch in oncology (small cell lung cancer).

Our team began by conducting a situation analysis, including a detailed disease state and therapeutic area assessment with treatment flows, competitive landscape, and key unmet needs and data gaps. We also outlined drivers, barriers, and unanswered questions for the product, aligned to the brand’s strategic imperatives, as relevant. We then conducted working sessions with the core team to outline the brand’s medical objectives, as well as identify strategies to support them. The strategies were then refined and translated into tactical plans (e.g., data generation, publications, KOL engagement, congresses, etc.) for implementation.

The plan clearly outlined an issues-based strategy, with three clear focus areas for the medical team to ensure a successful first launch. Our process allowed innovative cross-functional tactics to materialize that otherwise would not have been considered.