One of the most important aspects of preparing a successful product launch is planning for non-controllables. Unfortunately, this critical aspect is often overlooked on account of it being too uncomfortable to discuss. Our guest today is a big proponent of full scenario planning and believes that preparing yourself for these eventualities doesn’t need to be all doom and gloom. Joerg has seen countless project launches over the course of his career, having worked in a large pharma company for 15 years followed by a decade in biotech. In that time he has occupied a series of roles ranging from local product manager to global team leader and has been involved with both primary care and specialty products. In today’s conversation, Joerg shares what his decades of experience have taught him about successful launches and missed opportunities. He breaks down key considerations to take into account in the planning phase; including how to overcome internal and external challenges, and unpacks the important role of mindset for leaders and team members. We also discuss the inefficiencies of the US healthcare system and how innovative thinkers can improve the marketplace that they’re launching into and move the industry forward. Tune in to hear all of Joerg’s powerful insights along with a comprehensive overview of what he deems crucial for a successful product launch!

Key Points From This Episode:

• Joerg’s extensive experience working within a large pharma company.
• How he transitioned to working with a much smaller biotech company.
• The many product launches Joerg has seen in his career and his interest in oncology.
• How Joerg built his own practice and the commercial consulting he does today.
• An overview of the internal and external challenges to creating a successful product launch.
• The importance of managing expectations and why they aren’t always based on reality.
• Preparing for non-controllables and why they are often overlooked.
• Joerg’s definition of a successful launch and the importance of meeting expectations.
• What he would consider to be a suboptimal launch and how to identify underlying causes.
• Insight into the metrics that Joerg uses to measure success.
• The benefits of gathering data and insights from the field as soon as possible.
• Which functions should be prioritized for a successful launch, and why mindset is key.
• The value of enlisting people with late-stage experience to help inform earlier decisions.
• Why a subject matter expert in big pharma won’t automatically be a launch expert in biopharma.
• The important role of mindset for your team, both individually and as a collective.
• The COVID pandemic as a black swan scenario and the importance of preparing for these in future.
• Joerg’s thoughts on using AI to process data and reduce costs.
• Unpacking how innovative thinkers can move the industry forward.

Links Mentioned in Today’s Episode:

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