hlm_logohlm_logohlm_logohlm_logo
  • Home
  • Our purpose
  • Rare Diseases
  • Careers
  • Blog
✕

The secret to a successful brand launch? Being in it together

Published by Smitha Kusumakar on 19 October 2021

by Natalie Hoegen, Senior Director, Client Partner


Today, more than ever, success is non-negotiable and that is even more true regarding drug launches.
With the era of blockbusters now finally gone, successful drug launches have become even more critical to both ‘big pharma’ and biotech start-up companies, with navigating complex internal and external landscapes often adding to the challenge. There are many insights, recommendations and strategies about what the ingredients for a successful launch are, yet nearly 50% of drug launches underperform against expectations. Clearly, it remains a bit of a secret recipe, sadly not as foolproof as the recipe for banana bread.
In my experience both in-house and in- agency, launch excellence is a delicate recipe perfected over years of tinkering. Yes, we need basic ingredients like medical foundations, strategic insight and efficient activation plans, but the real magic ingredients are care and appetite – you have to want to go that one step further to get the perfect result.
The real magic ingredients are care and appetite – you have to want to go that one step further to get the perfect result.
A trusted pair of hands
Let’s talk a bit about experience. I once had a client say that a unique aspect of being agency side is that we have the opportunity to launch many exciting, challenging, first-of- their-kind drugs, whereas some marketeers only have the chance to do so a handful of times. Agencies are in a rare position, having honed and evolved their launch experiences into expertise. We are able to provide a trusted pair of hands to shepherd clients through increasingly dynamic times.
Equally, having had a broad scale of launches helps develop that intangible Spidey-sense for innovation that matters. Not the next shiny thing, but an idea that goes beyond to engage and activate behaviours.
At Havas Life Medicom (HLM), we work with the idea of uncovering the human purpose that unites patients, prescribers, even marketeers – the emotional authenticity behind the why. If recent events have taught us anything, it is that people matter, our emotions matter and emotions can unite us. Having a specialist team searching to find these emotional insights is critical to the launch puzzle.
If recent events have taught us anything, it is that people matter, our emotions matter and emotions can unite us. Having a specialist team searching to find these emotional insights is critical to the launch puzzle.
An integrated viewpoint
I believe that agency diehards can make a true difference using our integrated viewpoint. We bring together experts, making us greater than the sum of our parts. Being able to identify the strategic theme that connects individual programmes with a view to elevate the value to the end customer is a skill. It means stepping over your own shadow and putting the patient, the brand and the launch first, and bringing ideas to the table that better the brand, not the agency.
Ensuring that all team members share that same drive and common purpose is another crucial aspect to being truly integrated. It sounds so simple, doesn’t it, but how often have workstreams been disconnected?
Has there been a lack of communication between the medical left hand and the marketing right hand? This approach works best when client and agency communicate as one with a common goal: to make a meaningful difference to patients.
Having worked on a few launches that have smashed expectations, I have learned to champion my own style of brand navigation. I see it as having enough knowledge of the day-to-day from medical, promotional, PR, patient, digital, social and internal, with a helicopter view of the strategic direction we are heading in, to be able to seamlessly supercharge one another. I would describe it as ‘zoom in’ and ‘zoom out’ functionality. At HLM, we have senior experts working on day-to-day projects with a vision to elevate what we do.
The secret ingredient
Maybe that’s due to the last ingredient – care. Caring about what we do and caring about what it means to patients. Recently, my own health experiences have opened my eyes to being a patient and what makes a difference when it comes to treatment. One of the nicest things a client has said is that they could feel our team truly cares.
At HLM, we see ourselves as ‘nannies’ in a drug life cycle. We are there with clients to make sure their brands gets the best start in life, and we want to see it through until their brands are ready to go off to university. We are there to care as much as if those brands were our very own.
After all, we are in this together and together we can exceed all expectations, because together we set the pace, we plan the road ahead and we shape what success looks like.
So, when looking for that secret recipe for launch success, consider partnership with an agency as the foundation of all that you can achieve together. Find somebody who cares as much about the brand, the patient and the team as you do. I, for one, can’t think of a better way to work. That’s why I do what I do. What about you?

Share
54
Smitha Kusumakar
Smitha Kusumakar

FIND


Havas Life Medicom
Ferry Works
Summer Road
Thames Ditton
Surrey, UK
KT7 0QJ
+44 (0) 20 8481 8100
HLMenquiries@havas.com

ASK


Gaynor Hayburn
Group Managing Director
gaynor.hayburn@havas.com

Sarah Mikhailov
Managing Director, Brand
sarah.mikhailov@havas.com

Susan Walkley
Managing Director, Public Relations and Creative Comms
susan.walkley@havas.com

FOLLOW


havaslifemedicom

havaslifemedicom
Absolutely thrilled to win SILVER at the @pmsociet Absolutely thrilled to win SILVER at the @pmsociety Digital Awards, for Innovation-Creativity! It was a tough category and we’re so proud that our cholesterol awareness campaign was recognised 👏

Our film used 12 different hand-crafted techniques – from 2D hand-drawn frames to 3D photoreal and live action puppetry – creating 21 different scenes, each carefully crafted to deliver key messages with maximum visual impact, creating a memorable and impactful piece of communication in the CVD space. #awardwinning #healthcarecomms #HLM
We love our dog days here at #HLM! Say hello to Li We love our dog days here at #HLM! Say hello to Lily and Pablo, who joined us this week ❤️
“Tackling the situation in rare disease requires “Tackling the situation in rare disease requires a rare mindset and an unparalleled ability to dig deep into patient experience”.

Our Human Experience approach allows us to understand the lived experiences and motivations that influence behaviours, and identify opportunities for our brands to add true value and make a difference. 🔗Link to The Human Experience website from our bio🔗 #RareDisease #HealthcareCommunications
We’re proud to announce that we now have ‘Disa We’re proud to announce that we now have ‘Disability Confident – Committed’ status. As part of our commitment to diversity, equity and inclusion, we will further our inclusive practices and we pledge to be better when it comes to disability employment. 

In our most recent ‘All In’ forum, hosted by our diversity ambassadors, we discussed #InvisibleDisabilities, shared personal experiences and encouraged conversations around workplace inclusion. #DisabilityConfident #AccessToWork
This year we held our first ever **X Awards**– t This year we held our first ever **X Awards**– the Havas Life Medicom and @sciterion.eu awards that celebrate the work we do and the people who make it happen. It was great to see so many strong entries from across our Medical Affairs, Brand and PR teams, making the judging tough.

The X Awards are part of #MultiplySuccess – our commitment to
collaboration, innovation and professional development. Rewarding and recognising great work is just one of the many ways that we are supporting our people to reach their potential.
 
Categories were Excellence in #hcpcommunications #patientcommunications #congress #teamwork and #leadership.
Congratulations to our winners who received a trophy and access to our #VIP Area of prizes! 🏆

#healthcarecomms #awardsandrecognition
#HLM at #Pride 🌈🩵🩷 #HLM at #Pride 🌈🩵🩷
Load More… Follow on Instagram
© 2023 Havas Life Medicom. All Rights Reserved. Terms of use | Data protection policy | Cookie policy

Cookie Settings
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. Click "Cookie Settings" to provide a controlled consent. Read our cookie policy
Cookie SettingsAccept AllReject All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-advertisement1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category .
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
CookieLawInfoConsent1 yearRecords the default button state of the corresponding category & the status of CCPA. It works only in coordination with the primary cookie.
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
CookieDurationDescription
_ga2 yearsThe _ga cookie, installed by Google Analytics, calculates visitor, session and campaign data and also keeps track of site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognize unique visitors.
_gat_gtag_UA_120805363_11 minuteSet by Google to distinguish users.
_gid1 dayInstalled by Google Analytics, _gid cookie stores information on how visitors use a website, while also creating an analytics report of the website's performance. Some of the data that are collected include the number of visitors, their source, and the pages they visit anonymously.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT
Powered by CookieYes Logo