The first step is to understand and learn from other great launches, including the mistakes and lessons. Reflect on and learn from launches in your area of medicine and across the pharmaceutical industry.

Next, create a North Star with a true vision, mission, and strategic focus.  You know your competitors, so how do you want to show up in the match? It’s like being in a football team when you know the players, you know the competitors, and you know how to win.

Once you understand what makes up a great launch, you want to build a great team around that. That team will be the backbone of the launch.

To make a real, sizable difference, you need to embrace a few big, impactful ideas in your plan that go beyond launch basics 101. How can your team and launch make that extraordinary impact in this area of medicine? How to leave a real legacy.

Once this team has developed unity, create the mindset and teamwork that has agility, competitiveness, and trust.

So now you have all the elements ready to build an impactful, successful plan that spans the next 2-3 years of the launch trajectory. United with your cross-functional team, your knowledge of the market, and the pain points. Now is the time to transform that knowledge into a tactical plan for success.

The next step is to understand the competitor and the market around your brand. Sun Tzu said, “If you know your enemy and know yourself, you need not fear the results of a hundred battles.” The competitor may already be in the market, so you can learn from their success and what they missed.

To maintain momentum with your plan and tactics, you need to create a “way of working” that fits your team’s style. What computer software to use, when to meet, how often to meet, and how to interact effectively. Adapting the long-term plans your team can now complete short-term sprints, 90-day cycles and optimize communication.

Now that you understand your competitors, it is time to immerse yourself in the patient integrated journey. Fully comprehend the mindset of the treating doctors, the patient, the nurses, and the carers. Understand the problems, the pain points, and moments that matter, and then target areas where your brand can make a real difference. Walk in their shoes.

When everyone is in this flow state, the final ALPS step will track the success. “If you can’t measure it, you can’t manage it” is a famous quote from marketing expert Peter Drucker. Here we will discuss KPI’s, Launch Readiness reviews, and progress.