Creating a digital therapeutics launch playbook

The Chief Marketing Officer of a prescription digital therapeutics (PDT) company was seeking to prepare the organization for future launches. Read how Vynamic leveraged both Healthcare Technology and Life Sciences expertise to build a detailed, practical launch playbook used to expand commercialization in both products and patient types.

The challenge

Prescription Digital Therapeutics (PDTs) are a new but rapidly growing category of treatments. The Chief Marketing Officer of a PDT company wanted to position the organization to maximize future launches. To do this, they asked Vynamic to assess best practices from the company’s first launch and recommend improvements for future launches based on Vynamic’s launch experience. Launching a PDT presents a unique set of challenges, and the client teams’ mix of big pharma and technology experience required an especially nuanced approach.  

The approach

PDT launches differ from traditional pharmaceutical launches in several key ways, including regulatory pathway, funding cycles, the role of the Product team, and reimbursement strategies. Vynamic leveraged our launch experience and partnered with the client’s Commercial, Medical, and Product teams to develop a launch excellence playbook tailored to the unique needs of our PDT client. 

The Vynamic team took the following approach:

Assess opportunities and recommendations

• Vynamic defined launch-related gaps, recommended solutions to improve future launches, and built those solutions into the launch playbook. 

Define the key decisions

• Vynamic identified the strategic decisions to be made for each launch and then established clear ownership and decision-making processes for those decisions.

Establish the governance framework

• Vynamic developed a right-sized launch governance framework to enable cross-functional collaboration and shared decision-making.

Develop the project plan

• Vynamic partnered with the client leadership team to create a detailed launch project plan showing essential cross-functional milestones and their timing relative to commercial launch.

The result

Leveraging our unique market experience across Healthcare Technology and Life Sciences, the Vynamic team created a playbook that impacted the ways the organization’s functions interact and collaborate. The client uses this ​playbook to ensure consistent application of launch best practices that are agile and scalable. As a result of this initial project, the client also engaged Vynamic to drive its next commercial launch and several other strategic projects.