Key Success Factors for Launching Oncology Products in Europe

Nader Naeymi-Rad
Senior Vice President, Brand Management Practice
Campbell Alliance

Launching a new pharmaceutical product is a complex and challenging undertaking.  It becomes significantly more so when that product is an oncologic:  The oncology market is complicated and becoming ever more competitive, the products themselves are complex, and launch managers face a wide range of strategic and operational challenges that are not often apparent when launching more traditional drugs in a primary care environment.

During this presentation, we will explore the challenges associated with launching a new oncology product, specifically in the diverse markets of Europe.  Using case studies, we will help attendees learn about

• The special challenges associated with launching oncology products in Europe
• Key pitfalls to avoid
• Key success factors
• Other companies’ experiences

Attendees will hear presentations on the nature of the oncology market in Europe, important changes in the environment that are likely to affect launch planning and execution in the future, and real-world experiences and key learnings.

The Chameleon Advantage

Chameleon is an International communications company with offices in London , Manchester and New York . We work with pharmaceutical companies to create and communicate the scientific and clinical foundations upon which a successful commercial brand is built.

Strategic processes and communications programmes, developed by Chameleon help to convert a compound's clinical promise into commercial success, by:

•  Developing marketing strategies to define the route to success

•  Identifying and communicating potential competitive advantage from scientific and clinical data

•  Shaping and cultivating the market to accelerate adoption

The essence of our work – Inspiration Delivered – reflects our belief that clients desire programmes that have extra insight, extra thinking and extra value; our commitment is not only to generate this inspiration but also to deliver it on message, on time and on budget