A new report reveals all

Launches have the power to significantly shape an organisation’s trajectory, and ensuring their success is critical for long-term growth. Knowing this, it amazes me how many pharmaceutical organisations of all sizes are missing the mark on key areas of launch excellence.

We recently released the Uptake Launch Excellence Report, based on first-party data, powered by our benchmarking tool, LExLevel Pulse. This report encapsulates the perspectives of representatives from global pharmaceutical organisations, benchmarking the current levels of success in the industry, and identifying trends and areas for improvement that can aid in refining launch planning.

At the core of our analysis are the ‘seven levers of launch excellence’, which I have written about previously; governance frameworks, team capabilities and resources, activation processes, critical path development, scenario planning, launch readiness and maximising launch performance. Together, these levers provide a comprehensive framework for assessing and enhancing launch effectiveness across the industry.

Here, I’ll share several pivotal findings from the report that might resonate with your own experiences. These insights can serve as a foundation for enhancing your organisation’s launch readiness.

We firmly believe that having a robust governance framework is essential for successful product launches. Approximately 83% of respondents rated their organisations as ‘Established’ or ‘Exceptional’ in this area, indicating a solid grasp of structured decision-making and risk management processes.

However, achieving an ‘Exceptional’ rating requires more than simply having a framework. It necessitates consistent application across all launches, including the development of clear key performance indicators (KPIs) and ensuring that post-launch optimisation plans are established well in advance. Organisations that focus on refining their governance frameworks often experience smoother launches and better alignment across cross-functional teams.

When we examined team capabilities and resources, the results painted a mixed picture. While 50% of respondents rated their launch team resourcing as ‘Established,’ only 13% felt they had achieved an ‘Exceptional’ level. This highlights a critical gap, with many organisations struggling to secure the right resources at the right time.

If this resonates with you in your organisation, you must prioritise strategic resource allocation. This involves not just recruiting individuals with the necessary skills but ensuring those resources are available when needed. Building a culture of continuous learning and development within launch teams can bridge the gap between current capabilities and future aspirations, empowering teams to deliver their best work.

Our findings also emphasise the importance of having a well-defined critical path for each launch. While 45% of respondents rated their capabilities as ‘Established,’ only 19% achieved an ‘Exceptional’ status. A clear critical path is vital for identifying key milestones and critical deliverables, ensuring that all teams are aligned and focused on shared objectives.

We recommend prioritising the development of a comprehensive critical path that fosters cross-functional collaboration from the outset. This alignment not only mitigates the risk of delays but also strengthens overall launch planning through early identification of interdependencies between critical deliverables, facilitating successful market introductions.

Another important finding is the concerning trend of inadequate scenario planning in many organisations. With 47% of respondents rating their capabilities as ‘Foundational’, it’s clear that numerous teams are not fully prepared for varying market conditions or unexpected challenges.

In a rapidly changing environment, effective scenario planning is crucial for maintaining agility, and placing efforts on this, plus developing open mindsets capable of building detailed contingency plans, will enhance resilience and adaptability. The benchmark is particularly low for this lever, which means that organisations positioning themselves to navigate challenges that arise during the launch process are setting themselves up for success.

While these insights provide a snapshot of current capabilities, they only scratch the surface of what the Uptake Launch Excellence Report contains. I encourage you to delve into the full report to compare how your team stacks up to the rest of the industry. Inside, you’ll find more detailed assessments, benchmarking data and actionable recommendations designed to help your organisation excel in future launches.

See https://uptake.uptakestrategies.com/view/694278071/ to access the full report.