Pharma Launch Excellence Summit Conference Day 2: Thursday October

7:30 am - 8:15 am Registration & Breakfast

8:15 am - 8:30 am Chair's Opening Remarks - Day 2 - Driving Execution, Adoption & Performance

Driving Execution, Adoption & Performance

8:30 am - 9:00 am Opening Panel Discussion: Launching in Oncology - Differentiation, Evidence and Engagement in the Most Saturated Market

Oncology remains the most competitive and fast-moving therapeutic area, where differentiation, speed and stakeholder alignment are critical. In this session, the speaker will explore:

• Standing out in crowded and competitive treatment landscapes

• Translating clinical data into meaningful value narratives

• Navigating complex stakeholder and treatment pathways

9:00 am - 9:30 am Morning Presentation / Case Study: From Search to Start: How AI-Informed Patients Are Reshaping Launch

Patients are no longer only arriving at treatment conversations informed by websites, adverts or advocacy groups. Increasingly, they are using AI search, symptom tools, social content and digital health platforms to understand conditions, compare treatments and shape the questions they bring to HCPs. For launch teams, this changes the dynamics of demand generation, education, access and adherence, especially in high-cost, specialty and consumer-visible categories.

Drawing on Julie's experience across US Market Access, specialty pharma, sales, marketing, advocacy and enterprise strategy, this session will explore how AI-influenced patient behavior is reshaping launch planning, and why access, medical, commercial and patient engagement teams need to respond together.

• Understanding how AI is changing patient awareness, expectations and decision-making

• Connecting patient demand, HCP engagement and access strategy earlier

• Managing affordability and reimbursement friction as patient interest grows

• Building launch plans that account for consumer empowerment and misinformation risk

9:30 am - 10:00 am Morning Presentation / Case Study: The Myth of Rational Adoption: Decoding the Human Algorithm Behind Oncology Launch Success

In oncology launches, the assumption that strong clinical data will naturally drive uptake remains one of the most persistent myths. While evidence is essential, adoption is often shaped by beliefs, risk perception, cognitive shortcuts, social norms, and the realities of clinical practice rather than rational evaluation alone.

In this session, Dicla Veliz introduces the concept of the Human Algorithm, a practical framework for understanding how oncologists, patients, and internal teams process evidence and make decisions in real world settings. Using a breast cancer case study, she demonstrates what changed when a prominent launch shifted from prioritizing more data to focusing on how evidence supports decision making, reduces uncertainty, and fits into existing clinical workflows.

The session explores how communication becomes a strategic launch lever when it is designed to guide decision pathways, build confidence, and align stakeholders rather than simply raise awareness.

In this session, attendees will learn how to:

• Translate complex clinical data into communication that supports real prescribing decisions

• Apply behavioral insight to identify and address barriers to adoption across the oncology ecosystem

• Align cross functional teams around a shared launch story and decision framework

• Design launch strategies that enable uptake, access, and meaningful patient impact

10:00 am - 10:30 am Morning Networking Break

10:30 am - 11:00 am Building the Launch Culture Behind a Blockbuster: Lessons from GLP-1 Market Creation

Launching a product in an established category is one challenge. Building belief in an emerging therapeutic area is another. When GLP-1s were still early in obesity and diabetes, success depended not only on strategy, data and messaging, but on creating the internal culture, field confidence and market education needed to turn uncertainty into momentum.

Drawing on experience leading diabetes and obesity commercial teams across the US and global markets, this session will explore how to build the people, tools and operating rhythm behind a high-growth launch, from motivating field teams and aligning affiliates to creating consistent global execution across diverse local markets.

• Building internal belief and field confidence around emerging therapeutic areas

• Aligning global strategy with local market fit across multiple countries

• Using launch platforms, training and KPIs to create execution visibility

• Creating a pioneering culture that turns launch teams into business builders

11:00 am - 11:30 am Presentation/Case Study: Starting at the Finish Line”: When FDA Approval Is the Starting Point

Most launches spend years preparing for approval. This one started there. With no

runway, a small initial team, and no fully established commercial infrastructure, the

challenge was not simply bringing a groundbreaking gene therapy to market. It was

building the team, operating model and go-to-market strategy between approval and

first commercial treatment in record time.

Drawing on a journey from a team of two to a full commercial organization with

significant annual sales, Rich will share practical lessons on building launch capability

when the runway is limited and the stakes are high.

• Building launch capability under pressure with limited pre-market runway

• Scaling people, process and go-to-market models after approval

• Aligning commercial, medical and access around a high-complexity launch

• Creating accountability when roles, ownership and infrastructure are still evolving

11:30 am - 12:00 pm Presentation / Case Study: When You're No Longer the Gold Standard: Rebuilding Relevance in a Shifting Market

Being first, best-known or historically dominant in a category does not guarantee continued leadership. As competitors enter, standards evolve and new evidence reshapes HCP expectations, launch teams must work harder to protect equity, maintain visibility and keep the patient at the center of the story.

Drawing on experience in diabetes & COPD launch strategy, this session will explore how teams can respond when a legacy brand or established standard begins to lose its automatic leadership position, and how to build a new relevance strategy that connects product value, patient need, HCP confidence and field execution.

• Protecting brand equity when the category benchmark begins to shift

• Maintaining HCP visibility as competitor narratives gain momentum

• Reconnecting the product story to patient need and treatment value

• Aligning Medical, Commercial and Field around renewed category relevance

12:00 pm - 1:00 pm Lunch

1:00 pm - 1:30 pm Presentation/Case Study: Building the Market Before Building the Brand: Launching Xenpozyme® as a First-and-Only Rare Disease Therapy

Launching a first-and-only therapy in ultra-rare disease requires more than a strong product profile. Drawing on Vinicius' experience working on Sanofi's global launch of Xenpozyme® (olipudase alfa) for ASMD, Sanofi's best-performing launch since 2015 and the fastest-growing product among analogues, this session will explore how to build ecosystem readiness, own the disease space, and accelerate patient access globally. Attend to delve into:

• Connecting development, clinical readouts and access strategy before launch

• Building diagnostic, physician and patient community readiness in ASMD

• Moving beyond product positioning to shape the broader disease ecosystem

• Navigating global access challenges for high-cost rare disease innovation

1:30 pm - 2:00 pm Presentation / Case Study - Why Forecasts Miss: Cognitive Bias, Assumptions and Better Launch Decisions

Forecasting is treated as a technical exercise, but in launch it is often as much art as science. With limited data, shifting assumptions and high internal expectations, forecasts can quickly become shaped by optimism, anchoring, stakeholder pressure or outdated market beliefs.

Drawing on experience across oncology forecasting and equity research, in this session, Joseph will explore the common pitfalls that cause forecasts to miss, and how launch teams can build more disciplined, transparent and adaptable forecasting processes.

Identifying cognitive biases that distort launch forecasts
Balancing data, judgement and uncertainty in forecast assumptions
Pressure-testing scenarios before decisions become locked in
Building forecasts that adapt as market signals change

2:00 pm - 2:30 pm Afternoon Networking Break

2:30 pm - 3:00 pm Presentation / Case Study: From Data to Story: Why Great Science Doesn't Always Win

Clinical data alone does not guarantee adoption, effective communication & value proposition is critical. In this session, the speaker will delve into how they are driving launch impact in their organisation through:

• Translating clinical data into clear value propositions

• Balancing evidence with storytelling

• Differentiating in competitive markets

3:00 pm - 3:30 pm Presentation: From Launch Plan to Field Impact: Fixing the Last Mile of Launch by Equipping Customer-Facing Teams to Execute

Even the strongest strategies fail without effective execution at the field level. This session will delve into how a range of pharma companies are redefining launch planning and execution through:

• Aligning strategy with field execution

• Building training and enablement models

• Creating feedback loops from field to leadership

Pharma Launch Excellence Summit Conference Day 2: Thursday October 1