Perspectives

Payers have influence at a number of points across a brand's lifecycle. Understanding and managing the impact of this influence is key to unlocking an intervention's commercial potential. We've created a roadmap that outlines the different stages that payers can influence and outlines strategic considerations for brand teams.

Building an EMEA strategic brand plan for an autologous chimeric antigen receptor (CAR) T-cell therapy asset launch in multiple myeloma that effectively conveyed the unique considerations related to the product and the process aspects of launch strategy commercialization

It goes without saying that strategic planning is an important determinant of the success of any asset, brand or portfolio. Done well it can set direction, shape performance, provide focus for the organization and enable thoughtful allocation of resources. But add in the reality of project management, team alignment, coordination across geographies, review meetings, slide development, rehearsals and often the sheer length of the process, and it can sometimes start to feel like an obstacle to implementation or getting on with the day job.

The following is the first in what will be a serialized sequence of contributions from Jeff Bockman and Joel Sandler, in which we discuss next-wave biologics (proteins, cell therapies) and associated platform technologies including diagnostics that collectively appear poised to upend our entire approach to the management of cancer. Each subsequent contribution will be informed both by our understanding of emerging technologies and firsthand discussions with many of the leading innovator companies developing them. Companies of the likes of Tidal/Sanofi, Aleta, Obsidian, Abintus, Spotlight, Strand, and Xyphos/Astellas. We’ve spoken with them all, and while each offers a unique vision of the future, common themes are beginning to emerge.