Marketing Excellence

Launch Preparation in Oncology

Project Context and Scope

Catenion was engaged by the global head of marketing of a major player in the oncology market to support the systematic definition and implementation of a launch strategy for a key Phase III asset.

Approach: 2 Partners, 2 Consultants for 5 Months

Key Focus on:

  • R&D activities
  • Regulatory affairs
  • Medical affairs
  • Marketing plans
  • Communication plans and congress planning
  • Systematic KOL management process
  • Pricing & reimbursement strategy
  • Patient access programmes
  • Manufacturing & supply chain management
  • Integration of regional marketing & sales organisations
  • Co–development and co–promotion alignment

Using Catenion’s “Market Readiness Assessment,” the project covered both North American and European markets.

Key Benefits to the Client

  • Catenion brought all of the key parts of the organisation together and delivered and in–depth, two–year plan to the client covering all elements of the launch preparation process.
  • Organisational responsibilities, capabilities and budgets were established to support the launch at headquarters and in the marketing and sales subsidiaries.