The traditional launch meeting can be a distraction at a critical moment. That’s why forward-thinking organizations are moving to the approval readiness meeting, a model that lets them make field teams productive on Day One.
For most new pharmaceutical therapies, the first days after FDA approval are the most critical to launch success. But in a competitive marketplace, when your field force spends this initial period at a launch sales meeting, learning your Brand’s story, the competition is out in the marketplace telling their own story about your brand. And once negative perceptions are established in a customer’s mind, they are harder to dislodge.
But what if, instead of after approval, the launch meeting could be held just before? Now when the approval comes, field teams can be activated immediately, getting to customers with the narrative about the brand that you want.
The new alternative: First we meet, then we launch and refine.
Today companies can solve this challenge with a Brand approval readiness meeting (ARM), held in the days just prior to PDUFA. The Brand ARM can easily include many traditional launch meeting activities that are not label dependent:
Disease state education, patient profiles
Market landscape
HCP targeting
Field force objectives
Team-building
With MLR consent, the field can also be trained on an anticipated product profile, with materials labeled draft and available only at the meeting:
Product X clinical trial data presentation
Product X draft PI
Product X draft detail aid
The Brand ARM can be adapted to fit the unique aspects of the team and product being launched. Some teams may have their Brand ARM and traditional launch meeting in person while others may only do one of the meetings in person. SAKS Health can facilitate the Brand ARM in person or virtually.
SAKSiNTERACTiVE activates the Brand ARM virtually.
The Brand ARM can be hosted on a secure social platform such as our proprietary solution SAKSiNTERACTiVE. This provides a place to safely store draft materials while allowing for online communication among teams. Using SAKSiNTERACTiVE allows easy access to all materials so that participants can review the information asynchronously in preparation for launch. And to satisfy compliance needs it can be set up to not permit editing, downloading, or printing. The platform analytics can help to maximize engagement on an individual, team, or regional basis.
Following receipt of an approved label, the updated final materials are provided to the field through SAKSiNTERACTiVE, where teams can meet virtually for final training. Discussions with prescribers that once happened weeks after approval are now happening in just a few days.
Is the Brand ARM model right for you? Let’s talk.
Each situation is unique. Organizations launching products into marketplaces with less noise from competitors may prefer to use both the traditional launch meeting model and the Brand ARM. But there’s no doubt the Brand ARM model offers an intriguing new option for brand managers to think about, fully activating the field teams on Day One to maximize revenue. It’s exciting for us at SAKS Health too: As a new way to help clients optimize access and uptake for a therapeutic advance, we see the Brand ARM as nothing less than a new way to deliver on our promise of Better Healthcare Tomorrow™. We hope you agree.
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