Case Studies

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Launch Strategy and 3-Year Launch Roadmap Development

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Situation

Three years prior to launch, a leading pharma company contacted MCAworks for support with the creation of a strategic marketing framework and 3-year launch roadmap to help the commercial team plan for a competitive launch with a clear understanding of resources (human and capital) needed to achieve success in the marketplace

Our Approach

MCAworks began by conducting a “win requirement” analysis and workshop, as well as a benchmarking exercise, to develop a compelling strategic framework to succeed in a highly competitive marketplace. Next, MCAworks implemented an integrated and collaborative process to develop a three-year launch roadmap across all cross-functional areas to understand timing and initiatives needed across the launch horizon. In the final phase, MCAworks created a plan that aligned with the company’s stage-gate approval process to clearly define when investment and staffing is needed to ensure the brand could deliver the plan.

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Results

The company was able to use the three-year plan to clearly understand what was needed to succeed in the marketplace and plan appropriately to hire staff and onboard agencies as appropriate. MCAworks worked with the brand again 18 months prior to launch to help manage the launch governance process and launch plan, partnering with the commercial team to support various workstreams and ensure tracking of milestones to successfully launch the product