EphMRA 2024: How Bristol-Myers Squibb optimizes launch readiness with the COM-B behavioral science framework

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: 

1. Gain an in-depth understanding of the drivers and barriers to the adoption of this two new therapies across very different market conditions
2. 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 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.