Case Study

Setting the Foundation for a Biotech’s 1st US Product Launch

Standing up a new organization while commercializing a product for the first time involves thoughtful planning and establishment of fundamental roles and processes, in addition to the cross-functional preparations and coordination required for product launch. A biotech company seeking strategic guidance and deep launch expertise engaged Vynamic to partner during this critical launch window. Learn how Vynamic approached this project to ensure they were well-prepared and launch ready.

The Challenge

A biotech client needed to establish and scale a new US organization to commercialize its first product. While development of the launch strategy and tactical execution was required, the client also needed to staff all functions, define key processes, and build critical infrastructure to enable launch. The market was dominated by generics and had seen two failed branded launches recently, so there was increased pressure to deliver a strategy that would ensure differentiation.

The Approach

Vynamic’s work followed a four-step approach: 

Launch Strategy Development

Co-developed differentiated go-to-market strategy and critical success factors to ensure strategic alignment.

Supported development of creative briefs and other key documents to guide marketing strategy and partnered to deliver unbranded/branded campaign concepts.

Launch Team Stand Up and Coordination

Mobilized cross-functional launch team and facilitated regular meetings to track against key milestones and identify critical dependencies/mitigate risks.

Led recurring communications with launch team to ensure visibility across functions and promote collaboration.

Capability and Process Design

Supported creation and implementation of critical processes across multiple functions (e.g., Medical, Legal, Regulatory review process, reporting, IT systems, onboarding, communications, etc.) to enable launch readiness.

Executive Alignment and Communications

Led the development of ongoing executive updates on key topics as well as formal launch readiness reviews and Board of Director presentations.

The Result

Vynamic partnered with senior leadership to define and execute a launch strategy that would ‘breakthrough’ in the challenging market. Vynamic also served as a strategic thought-partner to identify, define, and implement the processes and infrastructure to stand up a new organization, including function-specific roles.  

The team played a central role in launch navigation, working alongside the cross-functional client team to drive launch activities forward and enabling seamless execution post-FDA approval. Given Vynamic’s deep expertise in Life Sciences, capability builder resources were deployed in critical (and often lean) functions (marketing, access, IT, sales) to support launch success. 

The client viewed Vynamic as an essential member of the launch team, and the partnership with this client has persisted beyond launch with Vynamic team members supporting key areas of focus for the organization today. 

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