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Episode 1: Product Launch Do's and Don’ts: The Consultant’s View
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Welcome to the very first episode of Product Launch Best Practices, the podcast where industry experts share their insights into what makes for a successful product launch. Today, we are joined by consultant Nancy Barlow to discuss the dos and don’ts of launching a product. Nancy is the President of The Barlow Group and is focused on integrated marketing strategy for both Pharma and device companies. In this episode, she shares the greatest challenges of launching products, and what constitutes successful and suboptimal launches, respectively. We discover the metrics Nancy uses to measure success and why, as well as what goes into developing the market and building relationships. Tune in to find out how best to identify and communicate your unique value proposition, and ensure post-launch success!
Key Points From This Episode:
- The premise of the Product Launch Best Practices podcast.
- Consultant Nancy Barlow’s involvement in serving pharma and device companies.
- Nancy’s broad background.
- The challenges of launching products.
- What factors affect the definition of a successful product launch.
- Examples and characteristics of successful product launches.
- What goes into developing the market for a product to succeed.
- How best to build relationships with both KOLs and payers.
- How to identify and communicate your unique value proposition.
- The importance of regulatory coordination.
- What constitutes a suboptimal launch and how to avoid failure.
- The benefits of war gaming.
- Nancy shares an example of a surprisingly suboptimal product launch.
- The metrics she uses to measure success and why.
- Why medical affairs and market access are critical for post-launch success.
- Nancy reflects on recent trends in the medical industry.
- She summarizes how best to increase product launch success.
Links Mentioned in Today’s Episode:
ConnectA Strategic Solutions Group
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