Home Insights Setting the foundation for a Biotech’s 1st US product launch

Setting the foundation for a Biotech’s 1st US product launch

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 teams to drive launch activities forward and enable 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. 

About Vynamic

Vynamic, an Inizio Advisory company, is a leading management consulting partner to global health organizations across Life Sciences, Health Services, and Health Technology. Founded and headquartered in Philadelphia, Vynamic has offices in Boston, Durham NC, New York, and London. Our purpose is simple: We believe there is a better way. We are passionate about shaping the future of health, and for more than 20 years we’ve helped clients transform by connecting strategy to action.

Through a structured, yet flexible delivery model, our accomplished leaders work as an extension of client teams, enabling growth, performance, and culture. Vynamic has been recognized by organizations like Great Place to Work and Business Culture Awards for being leaders and innovators in consulting, company culture, and health. Visit Vynamic.com to discover how we can help transform your
organization or your career.

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