LAUNCH ARCHETYPES: THE BEDROCK OF SUCCESSFUL LAUNCHES
From the moment commercial planning begins, new product launches face a gauntlet of challenges to which many succumb; half fail to meet first-year financial expectations.
IQVIA has studied thousands of global product launches for 20+ years and has determined that brand teams can improve their chances of success in today’s high-risk environment by understanding their product’s Launch Archetype, defined by the mix of unmet need in the market and the product’s level of differentiation.
This white paper provides brand marketers insight into:
The four Launch Archetypes and their characteristics
The current launch environment through the lens of Archetypes
Strategic trends among Market Shaping and Science Sells launches
How Archetypes are used to develop positioning, critical success factors (CSFs) and key performance indicators (KPIs)
Please complete the form below to download the white paper, Launch Archetypes: The Bedrock of Successful Launches.
From the moment commercial planning begins, new product launches face a gauntlet of challenges to which many succumb; half fail to meet first-year financial expectations.
