Calling today’s healthcare market “complex, crowded and competitive,” Campbell Alliance, the consulting arm of inVentiv Health (New York) has reorganized its launch services as the Launch Suite. The company has a track record of assisting brand owners in product launches, claiming a 45% improvement in time-to-launch over the past decade for its clients. Key to this was the development of the branded Launch Playbook, a software-based project-management and analytic tool to organize diverse launch activities successfully. With a predicted 400 product launches expected over the next three years globally—and with the awareness that what happens at the moment of launch sets the parameters for the commercial performance of most new drugs—managing the launch process is crucial.
Yet, says Rohit Sood, head of Global Launch Excellence at Campbell, the life sciences industry is constrained by a relatively low number of launches in the past few years at Big Pharma companies, and the lack of experience and resources at emerging pharma companies. (FDA announced 41 new-molecular-entity drug approvals in 2014—a record not matched since the mid-1990s.) Sood says that the reorganized Launch Suite will be able to provide a wider array of execution services by bringing in other parts of the inVentiv organization (which acquired Campbell in 2011), such as medical affairs and contract sales, but the emphasis will still be on strategic consulting. The company’s Launch Playbook has been expanded and updated, and Campbell shares this resource with clients while helping them organize their internal efforts. (There is some discussion of whether to offer the Launch Playbook as a standalone product but, as Sood says, “we’re not in the IT business.”)