For market access leaders, launching a new product can be a high stakes challenge. With nearly two-thirds of drug launches falling short of pre-launch sales expectations, the need for precise and effective strategies has never been clearer. In the critical first year, ensuring a seamless, high-quality experience for both patients and providers is essential to achieving commercial success and meeting revenue goals.
A report by Bain & Company underscores a critical factor in successful product launches: how leadership teams organize and manage the process. For pharmaceutical leaders partnering with a hub, adopting a flexible, comprehensive, and nuanced strategy for planning patient services is essential to ensuring seamless execution and launch success.
At CareMetx, we have collaborated with over 135 brands to deliver outstanding patient services, supporting drug launches across diverse therapeutic areas. Drawing from our extensive experience, we’ve identified key considerations for launching a new drug. These insights are designed to help you navigate the complexities of the process with confidence.
Every launch is unique.
When partnering with a hub for a product launch, it’s vital to understand that no two launches are alike. Each comes with its own unique requirements, calling for customized support tailored to factors such as therapeutic area, patient volume, distribution model, competitive landscape, and whether the product is covered under a medical or pharmacy benefit.
For example, launching a rare disease therapy often centers on addressing prior authorization hurdles and designing affordability programs, whereas a branded prescription benefit launch might focus on integrating hub services with e-prescribing systems.
Given the wide range of variables at play, the right hub partner must approach each launch as a distinct challenge, developing strategies that align with its specific needs. A one-size-fits-all approach simply isn’t sufficient for achieving success in today’s complex market.
Customization is key.
It’s crucial to assess whether your hub partner can deliver a comprehensive range of solutions tailored to the unique needs of your product launch. Start by evaluating the entire patient journey for your product and identifying the solutions required based on your current capabilities. How can a patient services program efficiently support patients, enhance their experience with the drug, and do so in a cost-effective manner?
For instance, not every program will need full hub services throughout the launch. Some may benefit from transitioning to a hub concierge service after a certain phase. Consider whether your program would be better served by a digital hub, a shared model hub, or a simpler point of intake to facilitate prescription fills. Additionally, determine if targeted solutions—such as prior authorization support—can address specific roadblocks in the patient journey.
Prioritize speed and accuracy.
Time is of the essence when launching new products, as a seamless patient and provider experience encourages continued prescribing. Additionally, competition in the market often hinges on speed to therapy, with manufacturers striving to deliver faster access as a key differentiator.
For instance, biosimilar products must offer services that meet or exceed the standards set by branded therapies. Providers’ expectations, shaped by their experiences with branded products, demand that biosimilars be just as easy to prescribe to achieve widespread adoption. Similarly, oncology therapies require rapid initiation to avoid delays in critical cancer treatments.
Achieving timely and accurate therapy initiation depends on:
By adopting these solutions, manufacturers can create an efficient, patient-centered approach that supports both product adoption and long-term success.
The people behind your hub matter.
Delivering a seamless and positive experience for patients and providers during a drug launch demands a skilled, experienced team. Your patient services program should be supported by seasoned case managers who combine deep expertise in reimbursement processes with a compassionate approach to guiding patients through their treatment journey.
An outstanding hub team is knowledgeable, adaptable, and proactive. They must stay up-to-date with changing healthcare regulations, insurance policies, and copay requirements to provide accurate and consistent information. Equally important is the ability to anticipate and overcome obstacles, keeping cases on track. Long-term team stability is critical, as consistency and continuity are vital for the success of a hub program during a drug launch.
Launching a new therapy requires meticulous planning, customized solutions, and a focus on speed and accuracy—all built on the foundation of an experienced team. At CareMetx, we bring proven expertise, having supported over 135 brands across a range of therapeutic areas. Our tailored patient services programs, advanced technology, and deep understanding of the complexities of drug launches make us a trusted partner. With CareMetx, manufacturers gain the insights, agility, and support needed to navigate the challenges of a product launch, delivering a patient-centered approach that drives success.