Pharmaceutical product launches are complex, high-stakes endeavors — yet too often, companies rely on rigid plans built months or years in advance. In our recent webinar with Impatient, Insights: Rocket Fuel for Launch, industry leaders from Sanofi, Biontech, Novartis, and Daiichi-Sankyo explored why real-time insights are critical for launch success and how organizations can break down silos to harness their full potential. If you missed the discussion, fear not —read on for key takeaways, and be sure to check out the full webinar recap here.
Why insights matter: the case for real-time adaptability
The pharma industry invests heavily in launch planning, but many companies struggle to use insights dynamically. Markets evolve, competitors react, and unforeseen challenges emerge, yet teams often rely on static launch plans. Without integrating real-time insights, companies risk costly missteps.
During the webinar, panelists emphasized that insights should do more than just inform strategy — they must drive real-time decision-making. From early clinical phases through post-launch, companies that integrate insights into their execution can pivot faster, optimize engagement, and ultimately, maximize impact.
Breaking barriers: moving from data collection to action
Our discussion explored several key barriers that prevent organizations from making the most of their insights:
- Disconnected teams: Medical, commercial, and market access teams often work in isolation, leading to duplicated efforts and missed opportunities. As April Kelly from Sanofi shared, simply opening regular conversations between omnichannel and medical teams has created unexpected efficiencies and better content strategies.
- Lack of agility: AI can process vast amounts of data, but organizations must also be structured to act on insights quickly. As Within3 CEO Lance Hill put it, “It’s not just about implementing AI — it’s about ensuring organizations are agile enough to act on insights in real time.”
- Insights presentation: Commercial insights tend to be clear and action-driven, while medical insights can be more complex. Standardizing how insights are structured and shared ensures all teams can make informed decisions.
Turning insights into action: key strategies
How can organizations overcome these challenges and build an insights-driven launch strategy? The panelists shared several actionable strategies:
- Centralize insights management: A unified platform ensures all teams access a single source of truth, ensuring teams have the complete picture of information.
- Leverage AI for insights aggregation: AI can surface hidden patterns, enabling teams to act on data more efficiently.
- Embed insights early in the process: Integrating insights from Phase two onward ensures launch strategies remain dynamic and responsive.
- Consider a ‘Head of Launch Intelligence’: Lance Hill proposed creating a dedicated role focused on maximizing real-time intelligence throughout the product lifecycle.
- Foster a culture of agility: The biggest challenge isn’t just technological — it’s ensuring teams trust and act on insights as they emerge.
The future of launch excellence: will we act on insights or let them languish?
Paul Simms, the moderator from Impatient Health, offered a challenge to the audience.
“We all know insights are critical. The real question is, will we make the changes needed to ensure they drive our launches, or will we keep them locked away in data silos?”
The panelists agreed: Future launch success will be defined by an organization’s ability to break down silos, integrate real-time insights, and act with agility.
If you’re ready to learn more, don’t miss the full webinar recap. Access it here and start transforming insights into action today!
