Pharma Launch Excellence Summit Main Conference Day 1: Wednesday 2nd December

8:00 am - 8:00 am Registration

8:55 am - 9:00 am Chair's Opening Remarks

Sophie Hoehlinger - Former Head of Global Launch Excellence, UCB

Sophie Hoehlinger

Former Head of Global Launch Excellence
UCB

See Bio

9:00 am - 9:30 am Case Study Presentation: Turning Lessons from Launch Successes & Failures into a Proven Blueprint for Launch Excellence in 2027

Matthew Salzmann - Head of Global Launch Excellence, Viatris

Commercial success is no longer guaranteed by strong clinical data alone. Increasingly complex markets, stakeholder expectations and fierce competition mean that even promising therapies can underperform at launch. Organisations need a clear, repeatable definition of launch excellence, one that reflects regional realities, incorporates lessons from both successes and failures, and ensures teams work together efficiently.

• Defining what global launch excellence looks like using data-driven performance heatmaps to create a repeatable framework for launch success

• Examining lessons from breakthrough and underperforming product launches to understand how you can apply them to your next launch

• Orchestrating cross-functional alignment between AI, supply chain, regulatory, medical affairs teams and other stakeholder groups to deliver consistent launch execution

Matthew Salzmann

Head of Global Launch Excellence
Viatris

See Bio

9:30 am - 10:00 am Panel Discussion: Building an Evidence-Based Package to Secure Premium Pricing & Reimbursement in Different Markets

Paula Albuquerque - Assets Strategic Planning, UCB
Matthew Salzmann - Head of Global Launch Excellence, Viatris

As pricing and reimbursement scrutiny intensifies, demonstrating value through robust evidence has never been more important. This panel will explore how launch excellence teams can develop compelling evidence packages that meet diverse payer expectations, support premium pricing, and maximise reimbursement across global markets.

• Identifying what evidence is required to create a narrative that secures reimbursement and premium pricing – how does this evidence differ in markets around the world?

• Using data from comparative studies, benchmarking analyses and health economic models to support premium pricing and payer acceptance

• Learning how to ensure product value is effectively demonstrated and maintained in pricing discussions throughout the value chain to demonstrate value and return on investment

Paula Albuquerque

Assets Strategic Planning
UCB

See Bio

Matthew Salzmann

Head of Global Launch Excellence
Viatris

See Bio

10:00 am - 10:30 am Within3 Presentation

10:30 am - 11:00 am Networking Break

11:00 am - 11:30 am Panel Discussion: Best Practices for Driving AI Adoption & Change Management Across Your Teams to Optimise Launch Performance

Jolanda Koenders - Head of Launch Excellence and New Product Planning, Central South East Europe, Takeda
Yariv Hefez - Former Senior Vice President Head Global Business Franchise Oncology, Merck

The buzz around the integration of AI in pharmaceutical launches is real, but where is it delivering measurable value today? This session will showcase practical applications of AI across the launch lifecycle, demonstrating how data-driven insights can improve decision-making, optimise commercial performance, and identify opportunities earlier while overcoming data and governance challenges.

• Explaining how AI systems and human expertise can work together to impact launch operating models in your teams

• Outlining practical steps you can take to facilitate behavioural change and optimise change management when integrating AI into launch operations

• Using AI to streamline communication and foster collaborative environments within your launch teams

Jolanda Koenders

Head of Launch Excellence and New Product Planning, Central South East Europe
Takeda

See Bio

Yariv Hefez

Former Senior Vice President Head Global Business Franchise Oncology
Merck

See Bio

11:30 am - 12:00 pm Case Study Presentation: Tearing Down Silos to Build High-Performing Cross-Functional Teams to Drive Launch Excellence

Oyana Goñi Revuelto - Senior Director, Launch Excellence, Bristol-Myers Squibb
Estelle Moritz - Associate Director Launch Excellence, Global Customer Partnership & Supply Orche, Bristol Myers Squibb

Launch success depends on seamless collaboration across medical, commercial, market access, regulatory, supply chain, and beyond. This session will explore practical approaches to aligning cross-functional teams, improving governance, and leveraging technology to improve coordination and launch execution.

• Defining clear launch roles, responsibilities, and reporting lines to improve coordination and accountability across functions involved in launch

• Overcoming challenges caused by misaligned timelines, poor communication, duplicated activities, and competing priorities

• Utilising technological solutions to improve coordination, support decision-making, optimise budgeting, and prioritise launch activities

Oyana Goñi Revuelto

Senior Director, Launch Excellence
Bristol-Myers Squibb

See Bio

Estelle Moritz

Associate Director Launch Excellence, Global Customer Partnership & Supply Orche
Bristol Myers Squibb

See Bio

12:00 pm - 1:00 pm Networking Break

1:00 pm - 1:30 pm Roundtable Discussion: Sequencing Your Launch to Protect Pricing & Maximise Long-Term Product Value in Europe

Launch sequencing has become a strategic lever for protecting price, preserving market exclusivity, and maximising long-term product value. Join this interactive roundtable discussion to discuss with your peers how to explore how your team can optimise European launches whilst balancing pricing, reimbursement, and commercial objectives.

• Balancing market access, pricing, and commercial goals to determine how to optimise launch sequencing across Europe

• Discovering how international reference pricing can be utilised to secure the best price for your product

• Understanding how The EU Pharmaceutical Package will influence market exclusivity, launch timelines, and sequencing strategies

1:30 pm - 2:00 pm Enlight Presentation

2:00 pm - 2:30 pm Panel Discussion: Leveraging Medical Affairs to Build Evidence, Engage Stakeholders, & Accelerate Launch Success

Manel Saidani - Head of Marketing & Analytics & International Partner Markets, Biogen

Medical affairs has evolved from a launch support function into a key driver of launch success. With long-term launch performance often determined within the first six months post-launch, medical affairs teams can be utilised to gather evidence early, effectively engage stakeholders and ensure that appropriate healthcare systems are ready to adopt a new product at launch.

• Learning why engaging the medical affairs function 48–60 months before launch is critical to drive launch success

• Hearing how to effectively leverage medical affairs teams to lead evidence generation when preparing for launch execution

• Using the medical affairs function to prepare healthcare systems for rapid adoption of therapies at launch: What steps can you take?

Manel Saidani

Head of Marketing & Analytics & International Partner Markets
Biogen

See Bio

2:30 pm - 3:00 pm Case Study Presentation: Building Archetypes to Launch Successfully Across Diverse Markets: Comparing & Contrasting Originator Drugs & Biosimilars

Oksana Pavlenko - Head of Marketing Biologics Europe, Dr. Reddy's

No two launches are the same, particularly when launching originator medicines and biosimilars across diverse global markets. This session will explore how launch excellence teams can develop flexible launch archetypes that balance the goals of global teams with local market needs to maximise launch success for originator drugs and biosimilars alike.

• Learning how to create launch archetypes for new product launches to reflect critical market dynamics, pricing environments, and stakeholder needs

• Integrating objectives of global and local launch teams into your launch strategy to minimise friction and maximise launch effort

• Building a decision framework to ensure local launch decisions strengthen, rather than compromise global launch success

Oksana Pavlenko

Head of Marketing Biologics Europe
Dr. Reddy's

See Bio

3:00 pm - 3:30 pm Afternoon Networking Break

3:30 pm - 4:00 pm Case Study Presentation: From Launch Readiness to Launch Responsiveness: Using AI to Adapt Strategy in Real Time

Yariv Hefez - Former Senior Vice President Head Global Business Franchise Oncology, Merck

As launches become increasingly complex, AI is enabling launch excellence teams to move beyond static launch plans and respond to changing market dynamics in real time. This case study explores how AI-driven insights and analytics can optimise launch performance by supporting faster, data-driven decision making across the product lifecycle.

• Leveraging AI-powered dashboards, analytics, and data processing to react to changing market dynamics to optimise launch trajectory

• Monitoring adoption curves and using AI to take corrective action when launches underperform

• Understanding how AI can influence pre-launch and post-launch operations, from market analysis and R&D to field force allocation, legal, compliance, medical affairs and more

Yariv Hefez

Former Senior Vice President Head Global Business Franchise Oncology
Merck

See Bio

4:00 pm - 4:30 pm Case Study Presentation: AI-Powered Launch Excellence: Orchestrating Cross-Functional Success in Emerging Treatment Areas

Marcus Neumann - Global Director Launch & Commercial Excellence, Novo Nordisk

When launching in new therapeutic areas, teams face increasing pressure to allocate resources effectively, demonstrate impact, and deliver cross-functional alignment. AI is rapidly emerging as a critical enabler, helping teams move beyond assumptions and make data-driven decisions around resourcing, performance measurement, and launch execution. Harnessing these capabilities can improve benchmarking, inform investment decisions, and create greater confidence in launch readiness and outcomes.

• Optimising launch execution through AI-powered resource allocation and scenario planning

• Improving launch outcomes with predictive insights and data-led benchmarking

• Measuring business impact through AI-enabled launch KPIs tailored to new treatment

areas

Marcus Neumann

Global Director Launch & Commercial Excellence
Novo Nordisk

See Bio

4:30 pm - 5:00 pm Case Study Presentation: Preparing for the Golden Decade of Biosimilars: Policy Shaping to Drive Biosimilar Uptake from 33% to 66% in The Belgian Market

Tom Vanormelingen - Head of Market Access & Public Affairs, Sandoz

Biosimilars are entering the Golden Decade, yet uptake remains uneven across healthcare systems, limiting both patient access and healthcare sustainability.

Achieving launch excellence requires more than a successful product launch, it demands policy shaping, stakeholder alignment and a supportive adoption

environment. This session explores how Belgium is developing a national policy roadmap to accelerate biosimilar uptake from 33% to 66%. Through a real-world use case on designing and implementing a multi-stakeholder biosimilar policy initiative, attendees will learn how to identify structural barriers, engage key decision-makers and build the conditions for sustainable adoption. The session will also share early insights and lessons learned following the public launch of the initiative.

• Identifying the structural and policy barriers limiting biosimilar uptake

• Learning how to align policymakers, healthcare professionals and industry stakeholders around a shared vision

• Discovering practical steps to shape the policy environment needed for sustainable biosimilar adoption

• Exploring a real-world use case on building a national biosimilar policy roadmap to accelerate uptake and improve patient access

Tom Vanormelingen

Head of Market Access & Public Affairs
Sandoz

See Bio

5:00 pm - 5:30 pm Target Population Output (TPO) Methodology: Holding Launch Planning Accountable to Market Size Assumptions and Facilitating Cost and Risk Share with Health Systems

Troels Sørensen - Global Head Clinical Practice, Boehringer Ingelheim

Target population outputs (TPOs) have been developed as a metric of health system strengthening since 2020. It is defined as the percentage of patients receiving best-practice care at a specific stage in a healthcare journey in a health system, relative to a previous stage. It is a common measure of meaningful change for both public and private health system stakeholders and, within pharma, a shared unit of market development across functions, linked directly and compliantly, to market size assumptions. Associated TPO methodology is the merges patient journey and logic modelling with closed loop accountability for results within annual business cycles. The methodology provides a powerful framework for existing launch strategic and tactical planning processes and measures. By aligning health system stakeholder goals, TPO methodology facilitates cost and risk sharing externally, and provides an internal framework to justify early market development investment across functions and portfolios.

• Translating high-level market size targets into tangible quantified care gaps

• Linking care gap closure directly to launch forecasts, planning and tactical performance tracking

• Designing KPI frameworks that make cross-functional teams jointly accountable for market growth

Troels Sørensen

Global Head Clinical Practice
Boehringer Ingelheim

See Bio

Pharma Launch Excellence Summit Main Conference Day 1: Wednesday 2nd December

8:00 am - 8:00 am Registration

8:55 am - 9:00 am Chair's Opening Remarks

Sophie Hoehlinger

9:00 am - 9:30 am Case Study Presentation: Turning Lessons from Launch Successes & Failures into a Proven Blueprint for Launch Excellence in 2027

Matthew Salzmann

9:30 am - 10:00 am Panel Discussion: Building an Evidence-Based Package to Secure Premium Pricing & Reimbursement in Different Markets

Paula Albuquerque

Matthew Salzmann

10:00 am - 10:30 am Within3 Presentation

10:30 am - 11:00 am Networking Break

11:00 am - 11:30 am Panel Discussion: Best Practices for Driving AI Adoption & Change Management Across Your Teams to Optimise Launch Performance

Jolanda Koenders

Yariv Hefez

11:30 am - 12:00 pm Case Study Presentation: Tearing Down Silos to Build High-Performing Cross-Functional Teams to Drive Launch Excellence

Oyana Goñi Revuelto

Estelle Moritz

12:00 pm - 1:00 pm Networking Break

1:00 pm - 1:30 pm Roundtable Discussion: Sequencing Your Launch to Protect Pricing & Maximise Long-Term Product Value in Europe

1:30 pm - 2:00 pm Enlight Presentation

2:00 pm - 2:30 pm Panel Discussion: Leveraging Medical Affairs to Build Evidence, Engage Stakeholders, & Accelerate Launch Success

Manel Saidani

2:30 pm - 3:00 pm Case Study Presentation: Building Archetypes to Launch Successfully Across Diverse Markets: Comparing & Contrasting Originator Drugs & Biosimilars

Oksana Pavlenko

3:00 pm - 3:30 pm Afternoon Networking Break

3:30 pm - 4:00 pm Case Study Presentation: From Launch Readiness to Launch Responsiveness: Using AI to Adapt Strategy in Real Time

Yariv Hefez

4:00 pm - 4:30 pm Case Study Presentation: AI-Powered Launch Excellence: Orchestrating Cross-Functional Success in Emerging Treatment Areas

Marcus Neumann

4:30 pm - 5:00 pm Case Study Presentation: Preparing for the Golden Decade of Biosimilars: Policy Shaping to Drive Biosimilar Uptake from 33% to 66% in The Belgian Market

Tom Vanormelingen

5:00 pm - 5:30 pm Target Population Output (TPO) Methodology: Holding Launch Planning Accountable to Market Size Assumptions and Facilitating Cost and Risk Share with Health Systems

Troels Sørensen

5:30 pm - 5:30 pm Networking Drinks

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