How can pharma companies optimize launch readiness and make greater impact when entering a market?
This was the challenge Bristol-Myers Squibb (BMS) faced when preparing to launch their two new therapies in very different market landscape (facing a crowded market vs. being the first-in-class). The leading pharmaceutical company needed to identify key focus points for their pre-launch strategy and develop KPI metrics that went ‘beyond the obvious’.
Unfortunately, traditional quantitative tracking studies only provided a passive measurement of the current market situation and lacked tangible actions. To maximize launch success, the company needed to know specific direction and opportunities where it could create a positive change for the brand and influence HCP prescription behavior. So, it changed its insights approach by embedding a scientifically-recognized behavioral change framework, COM-B.
Join our co-presentation with BMS at EphMRA 2024, to learn how the COM-B framework helped optimize BMS’ launch readiness to:
- Gain an in-depth understanding of the drivers and barriers to the adoption of this two new therapies across very different market conditions
- Utilize behavioral insights to better shape brand strategy, with the goal of optimizing HCP journeys along the adoption ladder.
Date: Thursday, 27 June 2024
Time: 09:50 – 10:25 CET
Location: Leonardo Royal London, 10 Godliman St, London EC4V 5AJ
What you will learn
- How to identify knowledge gaps, uncover barriers, and seize opportunities by synthesizing behavioral insights from different sources (e.g., secondary data, previous market research, etc.)
- How to develop specific, “beyond the obvious” KPIs to trigger behavioral change and anticipate when and where to intervene to facilitate HCPs’ progress across the adoption ladder
- How to provide structure and clarity on where to focus cross-functional launch activities, revealing the practical application of the COM-B framework in very diverse market landscapes
About the presenters
Nassima is part of the Business Insights & Analytics Team of Bristol-Myers Squibb. She holds a MSc in International Management and has an extensive experience in various functions including Forecasting, Competitive Intelligence, Marketing, and Market Research, both at global and local levels, providing her a broad understanding of the pharmaceutical business challenges. Nassima is strongly results oriented, she enjoys navigating through diverse business questions with a blend between team-play, knowledge management, and mature and independent approach to complex situations.
Weike Xia, Manager – SKIM Healthcare
Weike is a Manager in SKIM’s healthcare team. Using a strategic and forward-thinking approach, Weike brings expertise in qualitative and quantitative market research that drives innovation to translate insights into actionable outcomes. With a PhD in Behavioural Psychology, Weike is passionate about translating scientifically rigorous frameworks into tangible research solutions.