Strategy and Support for a “Mission Critical” Launch

A large biopharma company was facing LOE for a therapy that was critically important to its portfolio. It was preparing to launch a new therapy, and was counting on it to help secure the company’s future growth. The launch was only about 8 months away, and the client asked Blue Matter to develop a strategy for a specific account management group that called on a very high-value customer segment.

Acting under very tight timelines, the Blue Matter team developed a comprehensive launch strategy for the account management group, as well as a range of related tactics. We provided detailed information on their key accounts, created a disease backgrounder, formulated a value proposition for the new therapy, and developed key messages, complete with objection-handling guidance. We also refined the team’s “ways of working” to enhance their interactions and communications with customer groups as well as other internal stakeholders within the company. Next, we developed a series of internally-facing and externally facing materials that helped pull through the key message strategy. To facilitate the production of these materials, our team led and managed the medical, regulatory, and compliance review process for the client. To help support the launch, we also provided a clear launch implementation plan. Other customer-facing organizations within the company were impressed with the support we provided and also turned to us for help. Ultimately, we provided similar support to sales, market access, patient services, and other teams in advance of the launch.

As a result of our work, multiple customer-facing teams were far better prepared for launch than they otherwise would have been. The launch was highly successful, and the Blue Matter team was retained to provide additional support though the launch process. Subsequently, Blue Matter has been asked to provide guidance and support to additional products and teams throughout the company.