Launch Excellence Masterclass

We’re delighted to be sponsoring the MAPS masterclass in Launch Excellence. 

It was a full house at the MAPS EMEA Launch Excellence Masterclass! We share our key highlights below.

We heard from Gaurav S. on ‘How Medical Affairs can thrive in an increasingly turbulent world. The art of the possible with AI’
Gaurav demonstrated how AI can support the demand for a higher volume of tailored digital content required post COVID, with some specific case studies and examples of AI tools already being put to good use.

Olivia Kager gave a thought-provoking presentation on ‘The critical role of Medical Affairs in Launch’.  Olivia highlighted the vital role ‘Medical Affairs’ play during the R&D and commercialization process, right from Discovery through to post-launch.  Olivia focused on :

– Medical Affairs supporting the development of a competitive evidence base, and the vital role of RWE in differentiating an average launch from an ‘excellent’ launch

– ‘Engagement Excellence’ the communication of science based on optimum ‘HCP preferred’ levels of 1:1 interactions vs digital communication.

– Patient Centricity: How Medical Affairs can facilitate Organizations to work in a patient centric way from Discovery to lifecycle management.

– Cross-functional collaboration between functions during R&D and commercialization, how it can drive enhanced innovation, improve efficiencies, yield better compliance/quality and enhanced patient outcomes.

Richard Edwards from ‘The 100th Monkey’ demonstrated his expertise and coaching in ‘storytelling’ (highlighted as a required skill in previous sessions). To cut through the vast number of competing demands on HCPs time, we need to be deliberate in how we structure the information we’re conveying, for information to register with our target audiences. We put his proven strategies into practice, drafting our own narratives and sharing with our colleagues.

On day 2 Judith Nelissen presented her thoughts on ‘Optimizing Evidence Generation’. Judith outlined how RWE can be used to address information gaps throughout the whole product lifecycle. We were reminded that IEGP is a continuous process that spans Discovery through to maturity, and that having a strategic future-looking approach to evidence generation will ensure the right evidence is available at the right time. Judith emphasized that touchpoints with Local & Regional Medical colleagues are vital to tailor IEGP to specific market needs.

A panel discussion spanning multiple topics brought to a close an engaging & fun Masterclass of inspiring content. The common themes being ‘early & continual involvement of MA in launch planning’ and ‘the need for MA to adapt their ways of working to respond to external macro factors in order to effectively communicate with stakeholders’