Kurt Arco

Strategy & Planning for Commercial Launch Success in Pharma

A Cross-functional Approach

By Kurt Arco

Course Details

Dates & Locations

19-20 November 2024

Live online

Register

Upcoming Session

19-20 November 2024, Live online

Early bird € 2 670

(Full fee € 2 870)

(until 18/10/2024)

Your company only gets ONE chance to launch a new pharmaceutical. 

Yet many launches fail to achieve their maximum potential.

Commercial launch success requires a set of competencies to be embedded across the organisation.

A well-established foundation of effective strategic thinking, decision-making processes, and optimal organisational structure must be firmly established well in advance of the product launch.

In addition, cross-functional alignment is a pre-requisite in today’s multi-channel and multi-stakeholder world. 

This course will teach you all concepts and evidence-based tools for effective strategic decision-making and planning in the process up to commercial launch.

You will not only be able to ask your specific questions to a true expert, but also have the unique opportunity to share experiences and have in-depth discussions with your international peers.  

  1. The 4 launch types that are based on the company/brand’s profile, and the strategic implications thereof.

  2. A roadmap with timelines, milestones and best practice requirements to prepare a successful global launch across all functions.

  3. The market and stakeholder insights that are crucial for defining the global launch strategy. 

  4. How to crystallise a launch strategy based on segmentation, targeting, and positioning.

  5. How to prepare the cross-functional global launch team.

The launch roadmap

 

 

To see the detailed agenda, please submit your details in the form below the table.

Day 1
Welcome & Audience Expectations (~30 min)
Launch Excellence Fundamentals in Pharma: “From one-size-fits-all to a tailored approach” (~1 h)
The Commercial Launch Process: The Road to Success (~1 h 30 min)
Lunch Break
The Critical Market Insights to Boost Tomorrow’s Brand Performance (~1 h 15 min)
Group Exercise on a Launch Business Case (~1 h 15 min)
Close of Day 1
 
Day 2
Defining the Core Launch Strategy: Segmentation - Targeting - Positioning (~1 h 45 min)
Group Exercise on Segmentation - Targeting - Positioning (~45 min)
Engaging Key Stakeholders for Launch (~1 h)
Lunch Break
Preparing the Cross-Functional Launch Team: Organisational Challenges (~1 h)
The Critical Launch-Related Activities: Timelines, Milestones and Best Practice Requirements to Support a Successful Launch (~1 h 15 min)
Wrap-up (~15 min)

 

To see the detailed agenda, please submit your details in the form below:

  • As an independent consultant, Kurt Arco advises on commercial and launch excellence, drawing from his 20+ years of international experience within big and small pharma/biotech companies. 

  • Formerly, he was Global Launch Excellence Expert with Trilations, a strategic consultancy. 

  • Prior to that, Kurt led several major brand launches at MSD (Merck & Co), internationally and across several therapeutic areas. 

  • When responding to questions from the audience, Kurt effortlessly leverages his extensive expertise in pharma launches, bringing theory to life by providing real-world examples.

A cross-functional launch team typically consists of executives from Marketing, Sales, Medical, Market Access, External Affairs and Business Intelligence. This course is a must-attend for all members of any cross-functional launch team that needs to launch a brand in the coming 1-3 years. In particular, all executives responsible for building, executing and measuring a launch plan.

If you are a consultant, please contact Annelies Swaan, who will check with the faculty whether you can attend. 

Would you like to receive a list of anonymised participant profiles from previous sessions? 

Email inge.cornelis@celforpharma.com

The average Recommendation Score from participants of the last session was 

9,0/10!

 

 

Read this selection of testimonials from recent participants: 

A fairly intensive and concise course that gives a complete overview of the critical points when organising a complex drug launch.

Zambon

Aleksandr Lifanov, Brand Lead - Italy - March 2024

I think the most valuable take-aways were all the real-life examples that Kurt gave. You can tell that he has seen a lot and gained a lot of experience which he did not hesitate to share with us. The group interaction was also very pleasant, and it was valuable to share experiences and work together in the exercises.

goetzpartners

Melanie Hesslinger, Consultant - Germany - March 2024

Highly valuable course with clear content and a complete 360 vision. The real-life cases were very much appreciated.

HRA Pharma Rare Disease

Tamara Nasser, International Product Manager - France - March 2024

Great course, lots of details! I highly valued the templates we got, the case studies and the real-world examples. Thank you!

Bayer

Michael Kuderka, Executive Director Established Brands Marketing - United States - December 2023

Very clear and well-structured course full of highly valuable information!

Abacus Medicine Pharma Services

Tristan Hollyer, Product Manager - Denmark - December 2023

The course was very well structured and the expert was the real added value, bringing real-life experience to the table!

Chiesi

Iacopo Vanzetto, New Products Lead, Respiratory - Italy - December 2023

The strategy and planning process theory was put into context with many real life examples. This course helps people become more competent and gives many useable formats that can be adopted and contextualised into one's own company, therapy area, or brand. This course assists anyone who is tasked with an upcoming launch, or is part of a global or local brand team, to work in a strategic, structured way aiming to ensure launch excellence.

Eduardo de Moura Correia, Marketing Manager EU & RoW - Switzerland - December 2022

The course was very valuable and insightful. All the tools we have been provided with can be useful in everyday work.

JGL

Nives Šimac, Portfolio & Launch Manager - Croatia - December 2022

Very good content to understand the key to success in terms of Launch. I also learnt a lot in the discussions with other participants. Thanks!

Olainfarm

Agnese Volfa, Strategic Marketing Director - Latvia - June 2022

Great insights, practical tips, concrete examples, actionable frameworks, experience-sharing among participants…all this with a very good and experienced speaker! Excellent content, adapted format and great organisation for a fantastic e-learning experience! Everything was there within these two days - this will clearly be useful for our upcoming launch!

Servier

Cyril Martin, Global Brand Director Hematology - France - June 2022

I truly recommend participating in CELforPharma’s course ‘Strategy & Planning for Commercial Launch Success in Pharma’. By attending, you get a very well structured, clear set of information, and a great summary of key tools and info supporting overall success of launches, establishing Launch Excellence. Kurt also gives real-life examples and there are many valuable discussions! Professional!

Egis

Katalin Egyed, Head of International Specialty Marketing Division - Hungary - June 2022

Good mix between theoretical info and practical approach - applicable in real practice.

Flen Health

Tom Ryssaert, OTC/DTC Product Manager - Belgium - June 2022

Kurt covered the launch process in great detail. I learned a lot from the experiences he shared with us and the content he provided. This alongside the group exercise made this course a great learning experience. Great job CELforPharma, thank you.

Alexion - AstraZeneca Rare Disease

Matthias Durrer, Commercial Analyst - Switzerland - December 2021

Great course, professionally delivered. I would highly recommend.

Rosemont Pharmaceuticals

Caroline Husic, Senior Marketing Manager - United Kingdom - December 2021

The course was very useful for someone from Medical Affairs. It was interesting to learn all the steps and important aspects of the launch process from the Marketing point of view, which for sure will help me generate an appropriate launch strategy for MA in the future. The content was clear and nicely explained by Kurt. Thanks Kurt and thanks CELforPharma!

The Medical Affairs Company

Cecilia Soledad Tomni, Medical Science Liaison - Germany - December 2021

If you want a broad view of the commercial launch process from a true expert with useful insights, tools and materials, this course is definitely for you. Thanks CELforPharma!

Chiesi

Diego Zappalà, Critical Care Strategy & Execution Lead, Global Marketing - Italy - December 2021

I found the course very structured and hands-on, with a nice approach to pre-launch preparations, not just theory. The expert trainer gave us step-by-step guidance, shared valuable business case discussions and gave us a launch toolkit we can use after the course. CELforPharma were very nice and pro-active with their communication and gave clear instructions to make sure we all had what we needed. Many thanks!

WÖRWAG Pharma

Larissa Sauter, Global Brand Manager - Germany - October 2021

An ideal course for those that are beginning to prepare for their first product launch within the pharma industry; this course comes with a comprehensive strategic launch toolset that I can easily tailor to my individual product's launch and implement throughout my organisation.

Cook Myosite

Liam McNamara, Product Manager - United States - October 2021

I really feel that this training is very useful for my daily job and very applicable to my reality.

CSL Behring

Nadia Castillo, International Sr. Marketing Manager Immunology & Neurology - Switzerland - October 2021

This course gives a great framework to work with, and includes a wealth of ideas to challenge your own beliefs and look at things from a different perspective. I loved the interactivity throughout, the practical approach to each topic and the general process overview which was very valuable. Overall, a great course with excellent hosting from CELforPharma!

Ferrer

José Miguel Sánchez Toll, Strategy Readiness Advisor - Spain - March 2021

A very insightful course with excellent topics and exercises which were enhanced with real life examples. I really enjoyed learning about the importance of strategic planning and gaining a new outlook for launching products. Kurt and Leen were great and the service from CELforPharma was better than I have experienced with any other online courses. Thanks very much to all!

Kalceks

Klavs Petersons, Market Research Specialist - Latvia - March 2021

The course was very intense and exact in strategical launch planning. I especially enjoyed the different launch types, the omnichannel explanation and the timeline of key events including the market environment. The interaction within the groups was very nice and insightful. Thank you for a perfectly organised course. I believe I will really benefit from the course and I am very grateful for the knowledge and expertise shared during the 2 days.

Inspharma

Maja Hurwits, Marketing Manager - Slovenia - March 2021

A really nice course that was well balanced between theory and practice. I especially valued the topics focused on segmentation and reviewing the 4 launch types as well as the use of real data from the experts’ own desk research and surveys. The service from CELforPharma was great both before and during the course, thank you!

Alexion

Svitlana Orlynska, Senior Marketing Manager - Austria - March 2021

Very practical course with good content that set clear objectives and KPI’s that I can put into action in my company. The speakers showed great expertise and presentation skills throughout. I feel I now have a better understanding of how to think critically when reviewing data and insights during a launch process and enjoyed learning about how to set up a launch team and the pitfalls that can occur along the way. Thank you for putting together a great course!

Norgine

Stephen van Vucht, Sales & Marketing Manager - The Netherlands - February 2021

This course gives a profound overview and broad scope of the Commercial Launch process, enriched with many years of experience/examples by the experts which helped to understand the topics better. Thanks!

Orphazyme

Carmen Jacob, Strategy & Operations Manager - Switzerland - February 2021

Highly informative course, puts the whole launch in perspective and gives tools to apply to your own launch.

Amgen

Daniëlle de Ridder, Medical Science Liaison - The Netherlands - February 2021

The course is full of useful information regarding launches and helps to systematise your knowledge with lots of excellent examples. I liked the interaction and open discussion between the group throughout the 2 days. Very enjoyable course that I would highly recommend to others to attend!

Roche

Ekaterina Shustova, BGM Product Manager - Russian Federation - February 2021

The expert course leaders were highly informative and clearly had both experience and relevant examples to add to the course content, which brought the theory to life and made the course highly engaging and enjoyable to attend. There were many aspects I valued from this course, including Understanding the 4 Launch types & how they shape strategy, Segmentation, targeting & profiling and also Developing a Launch Roadmap & Critical Success Factors. Great course and great course leaders, thank you!

Kyowa Kirin

Sue Kemp, Commercial Manager - United Kingdom - February 2021

19-20 November 2024, Live online

Early bird € 2 670

(Full fee € 2 870)

(until 18/10/2024)

Important information:

  • Our courses typically take place between 9 AM and 5 PM CET (Brussels, Amsterdam, Paris).
  • Live online sessions will be hosted in Zoom.
  • Face-to-face courses will take place at a four-star business hotel close to the airport.
  • You will receive all practical details after your registration.

For any questions related to the above, please do not hesitate to email Lisa Causero or contact her by phone at +32 484 70 91 97.

How to Register

  1. Click the green "Register" button on the course session of your preference.

  2. The registration wizard will guide you through the personal and company data that we need to process your registration.

  3. You have the choice between 2 payment options:

    1. Payment by credit card. You will not be required to pay immediately, but you will receive a secured payment link together with the invoice.

    2. Payment via bank transfer

  4. Click "Register Now". You will be sent an automatic email confirming your registration followed by a personal email containing an invoice and further payment instructions.


For assistance with your registration, please email Annelies Swaan or contact her by phone at +32 486 98 52 49. 
 

Included in the Registration Fee:

For live online courses:

  • Access to a virtual small-class (max 20 participants), expert led course in real-time, using an interactive platform for break-out rooms, whiteboard exercises, polling, plenary discussions and chats.

  • Course material will be provided to you in both digital format (by email) and in hard copy (by post, so you can make notes during the course).

  • Certificate of attendance signed by the expert and CELforPharma.
     

For face-to-face courses:

  • Participation in a small-class (max 20 participants), expert led face-to-face course with interactive group exercises and plenary discussions. You will have the opportunity to meet the expert and discuss your own projects/issues during the breaks.

  • Course material will be provided to you in both digital format (by email) and in hard copy (so you can make notes during the course).

  • Opportunities for networking and informal discussions during coffee/tea breaks and lunch.

  • A group dinner in a nearby restaurant on the evening of day 1.

  • Certificate of attendance signed by the expert and CELforPharma. 
     

VAT Information

The prices on our website are excluding VAT. Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT.

We are obliged by Belgian law to apply VAT in the following cases:

Face-to-Face public course organised in Belgium


Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.” 
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT. 
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
 

Online Public courses -  live webinar


Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘online interactive webinars’ by the Belgian VAT administration. 
According to Article 53 of the European Union VAT Directive 2006/112, these online interactive webinars take place where the organisation of the seminar takes place, which in this case is Belgium. 
So, if you register for one of our live online courses (organised from our offices in Belgium), we are obliged to charge 21% Belgian VAT. 
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
 

Self-Study Programme:


A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, this self-study program follows a different VAT application and the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.

 

Group Discounts

Team discounts can be offered to 2 or more delegates from the same company.

Email Annelies Swaan, Director Business Operations, for more details. 
 

Transfer & Cancellation Policy

Flexible Transfer

  • If a registrant cannot attend the scheduled course, he/she can avoid any cancellation charge by sending a suitable replacement participant.

  • Alternatively, the registrant can transfer once on a “space available” basis at no extra cost, until 3 weeks prior to the event, to another course of the same value held within one year of the original course date.

Registration Cancellation

  • Less than 14 days prior to the course date: registrant liable to pay the full invoiced registration fee.

  • Between 15 and 30 days prior to the course date: registrant liable to pay 50% of the invoiced registration fee.

  • More than 30 days prior to the course date: registrant liable to pay a cancellation fee of € 450 per registrant.

  • If a registrant postpones his/her participation to a future course, and cancels again, no refund can be claimed for registration fees.

 

Benefits of CELforPharma’s face-to-face courses:

  • You have the unique opportunity to interact 1:1 with the expert(s).

  • Plenty of opportunity for informal 1:1 and group conversations with your international peers to exchange experiences and ideas, to discuss issues and to network.

  • Face-to-face interactions allow for more depth during Q&As and group work.

  • You can step away from your daily routine in the office and enjoy a more focused learning experience in a comfortable business hotel environment.

 

Benefits of CELforPharma’s live online courses:

  • The formal programme is as impactful as a face-to-face course thanks to the highly interactive format (using breakouts, polls, quizzes …).

  • No travel & accommodation expenses

  • You can attend the course from the comfort of your own office or home.

  • We send you the course materials by post so that you can take notes and fully engage with the course content.

No, if you choose credit card payment, we will send you a secure payment link together with the invoice.

Team discounts can be offered for 2 or more registrations confirmed at the same time. The level of discount will depend on the number of registrations and the availability of seats.

Email Annelies Swaan, Director Business Operations, for more details. 

Depending on the format of the course (face-to-face in Brussels or live online or self-study programme) and your location, we are obliged by Belgian law to apply VAT in the following cases:

Face-to-Face public course organised in Belgium


Article 53 of the European Union VAT Directive 2006/112 states that : “The place of supply of services in respect of admission to cultural, artistic, sporting, scientific, educational, entertainment or similar events, such as fairs and exhibitions, and of ancillary services related to the admission, supplied to a taxable person, shall be the place where those events actually take place.” 
If the course that you register for takes place in Belgium, we are obliged to charge 21% Belgian VAT. 
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
 

Online Public courses -  live webinar


Webinars where the participants can communicate among themselves or ask questions to the speaker(s) (be it verbally, via a chat function or similar), are considered as ‘online interactive webinars’ by the Belgian VAT administration. 
According to Article 53 of the European Union VAT Directive 2006/112, these online interactive webinars take place where the organisation of the seminar takes place, which in this case is Belgium. 
So, if you register for one of our live online courses (organised from our offices in Belgium), we are obliged to charge 21% Belgian VAT. 
However, you can recover this Belgian VAT through the refund procedure. Note that this procedure differs depending on the country where you are located. It is best to contact your local VAT administration for this.
 

Self-Study Programme:


A self-study programme is a service provided electronically. It is the period of self-study that is the most important in our self-study Basics of Health Economics and not the kickoff and closing webinars. As a result, this self-study program follows a different VAT application and the place of the service is where the customer is established. Therefore, we follow the VAT rules applicable to the country of your invoicing address.

Our face-to-face courses in Brussels take place in four-star business hotels close to the airport. As part of our strong relationship with these hotels, CELforPharma has secured a discount on the daily room rate for our delegates who book their accommodation via us.   

Upon your registration, we will assist you to make your hotel booking. For any assistance in this matter please do not hesitate to email Lisa Causero, Programme Coordinator, or contact her by phone at +32 484 70 91 97. 

We do not record our live online public courses as we want to offer a safe environment for all attendees to share their experiences and freely ask questions.

This way, by participating in our courses, you do not only learn from our expert faculty but also from your international peers in the room.

No, we don't sell the course materials as a stand-alone. 
Without the expert's explanation, the exercises and the discussions with other course participants, there is very little value in the slides.

Email Inge Cornelis, partner with CELforPharma, to help you choose the course that is best suited. 

Yes! 

We have helped many managers with setting up an in-house training programme for their team. 

Email Inge Cornelis, partner with CELforPharma, to discuss your team training needs.

Do you have any other questions?  
Email Annelies Swaan or call +32 486 98 52 49.

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Dates & Locations

19-20 November 2024

Live online

Register