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Preparing for a Successful Product Launch

Track:
Medical Communication, Medical Writing, and Medical Science Liaison

Day & Time:
June 17, 10:30AM - 12:00PM (Pacific Standard Time)

Session Number:
235

Room Number:
31AB

Level:
Intermediate

Type:
Session

Title:
Preparing for a Successful Product Launch

Chair(s):
Dannis Y. Chang, PharmD
Medical Communications Scientist
Genentech, A Member of the Roche Group, United States

Description:
With new technological and research advancement throughout the past decade, many companies in the biopharmaceuticals, companion diagnostics, and medical devices arena are gearing up respective programs and internal strategies in anticipation for a potential launch. While awaiting for FDA approval, not only does the commercial team need to strategize plans from a sales and marketing perspective; other areas of a company such as medical affairs play an integral part to ensure a successful product launch. This session will review what key requirements are needed for a successful product launch from multiple functions of medical affairs such as medical science liaisons and medical information across various industries. We will also cover several key activities that require planning and execution such as early access program (EAP) initiatives, medical response documents and call center preparations, trainings for internal and field colleagues (both US and ex-US stakeholders), and post-launch considerations. In addition, we will discuss situations in which prescription products are switched to over-the-counter and how medical information plays a role in the transition process.

Learning Objective(s):
Discuss various activities and responsibilities in preparation for a drug launch; Identify personnel requirements within medical affairs specifically focusing in the areas of medical information and communications, and field medical affairs (MSLs), across various industries.

Presentation(s) & Speaker(s):
New Product Launch: Recent Learnings from a Medical Information Perspective
Elbert Chang, PharmD, MSc
Manager, I&I Medical Information
Celgene Corporation, United States

The Role of a Medical Science Liaison During a Product Launch
Dipam Doshi, PharmD
Senior Medical Science Liaison
Daiichi Sankyo, Inc, United States

So the Prescription Product I Support Is Going Over-the-counter: Now What?
Tamar S. Yarkoni, PharmD, RPh
Senior Manager, Medical Information Services
Sanofi US, United States