Pharma Launch Excellence Summit Main Conference Day 2: Wednesday 3rd December

Even the best launch plans face turbulence - from regulatory delays to shifting access dynamics or competitor moves. In today’s complex environment, agility isn’t just a buzzword; it’s a requirement for launch success. But how do teams know when to stay the course, and when to adjust? This panel brings together launch leaders to unpack how they track progress, spot early warning signs, and course correct decisively without derailing the broader strategy.

·       Building real-time launch KPIs that actually inform decision-making

·       Identifying signals that require strategic, not reactive, intervention

·       Empowering teams to pivot without sacrificing long-term objectives

Leave with frameworks and stories of how agile teams keep launches on track.

Paula Alberquerque

Global Strategic Launch Excellence
UCB

See Bio

Enrique Galicia

VP Global Commercial Excellence
BIAL

See Bio

Artificial intelligence is revolutionizing how companies plan and execute launches. From forecasting demand to identifying early risk indicators, AI-driven tools help teams make faster, smarter decisions that can transform outcomes in competitive markets.

·       Leveraging predictive models to improve accuracy in launch forecasting and planning

·       Applying AI-driven insights to enhance agility during execution and optimization

·       Addressing ethical considerations in AI deployment across launch decision-making processes

Leave with a forward-looking understanding of how AI can drive smarter, faster launch decisions.

Slot Reserved for Sponsor Partner

With 20 new medicines launching in just four years and a strategic shift toward specialty care, pharmaceutical companies face unprecedented challenges in maintaining launch excellence consistency. Graham Addison, Global Launch and Marketing Excellence Lead for AstraZeneca's BioPharmaceuticals Business Unit, shares insights from orchestrating cross-functional alignment across a diverse portfolio spanning 16+ brands and 2,500+ marketing professionals.

·       Strategic framework implementation: How AstraZeneca is standardizing 150+ launch milestones across diverse therapeutic areas while maintaining flexibility for specialized launches

·       Portfolio-level planning: Aligning sequential launches with overarching disease area strategies from L-48 through Day 0 and beyond

·       Digital transformation: Leveraging technology to enhance predictability and capture critical insights from 110+ launch plans

·       Capability development: Evolving marketing excellence programs to meet changing portfolio needs in the specialty care space

·       Discover practical approaches to scaling launch excellence while maintaining critical consistency across global teams, therapeutic areas, and evolving portfolio strategies.

Graham Addison

Global Launch & Marketing Excellence Lead
AstraZeneca

See Bio

Digital tools can simplify launch management, improve cross-functional collaboration, and increase visibility across timelines and performance. But only if adopted with purpose.

·       Implementing digital platforms that streamline launch planning and execution

·       Enabling remote, agile collaboration across time zones and departments

·       Measuring the ROI and performance impact of digital launch solutions

Come away with a blueprint for integrating digital into your launch playbook—with measurable value.

Slot Reserved for Sponsor Partner

The digital landscape offers both opportunities and challenges for pharmaceutical companies - from connected combination products to sophisticated HCP engagement strategies. This integrated session addresses the full spectrum of digital considerations in modern launch planning.

·       Building a comprehensive digital ecosystem for combination products and connected devices

·       Designing compliant yet impactful digital and social media strategies for HCP and patient engagement

·       Creating seamless customer support experiences that span physical and digital touchpoints

·       Leveraging behavioral insights to personalize engagement across the entire customer journey

·       Measuring effectiveness and optimizing digital initiatives throughout the product lifecycle

Come away with a unified framework for digital excellence that connects product strategy with customer engagement to drive launch success.

Marta Bukala

Digital Transformation Lead UK&I
Bayer

See Bio

Karen Cheng

Global Medical Lead, Immunology
Sobi

See Bio

Hear from leaders across commercial, forecasting, medical, access, and product on how they’ve navigated cohesion, resolved conflict, and built launch momentum through empowered collaboration.

·       Aligning priorities across departments without compromising function-specific objectives

·       Navigating tension between speed, compliance, and long-term launch value

·       Foster psychological safety for better communication and faster issue resolution

Leave with insights into driving alignment without friction across diverse launch stakeholders.

Elliot Haddock

Global Commercial Director, Launch Products
Mundipharma

See Bio

Will Goulding

Senior Director of Marketing Operations
Astellas Pharmaceuticals

See Bio

In the plasma industry, every product sold represents an upfront investment in collection, manufacturing, and long-term patient support. Unlike traditional pharmaceuticals, plasma therapies are born from a limited, donation-based ecosystem - making supply assurance a strategic differentiator. As demand consistently outpaces availability, manufacturers must balance operational sustainability, patient access, and competitive positioning in an increasingly pressurized market. This session will explore how CSL Behring navigates supply-chain challenges across the Middle East and Africa and positions reliability as a cornerstone of its market strategy.

·       Embedding operational foresight into marketing strategy to manage national-level supply risks

·       Competing on trust and reliability when demand exceeds what the market can supply

·       Tailoring brand value to reflect production realities and long-term product stewardship

Karim Daniel

Head of Marketing Middle East & Africa
CSL Behring

See Bio

The six months post-launch are pivotal in setting market trajectory and shaping long-term product success. Rapid insights, adaptive decision-making, and operational coordination during this period can dramatically affect market penetration and brand momentum.

·       Using early performance data to guide responsive commercial and medical actions

·       Adapting launch tactics quickly based on market reception and competitor movements

·       Aligning internal teams for continuous optimization during post-launch execution

Come away with a playbook for navigating the high-stakes, high-opportunity post-launch window with confidence.

Slot Reserved for Sponsor Partner

As the Global Commercial Director of Launch Readiness at Mundipharma, Elliot will share practical insights from launching REZZAYO® (rezafungin) - the company's entry into speciality care and the orphan drug space. Learn how a mid-sized pharma navigated new territory with their first global launch of a hospital-based speciality care product in a disease area with no new launches for 10+ years.

• Speciality launch challenges: Overcoming the learning curve when transitioning from traditional to specialty/orphan drug models
• Value differentiation: Making the most of multi-layered patient focussed commercialisation in markets with established generic competition
• Geographical Expansion: Deciding where to focus resources to maximise launch potential and support the unmet patient need
• Learning to grow: How to adapt through successes and set-backs to optimise for the future

Elliot Haddock

Global Commercial Director, Launch Products
Mundipharma

See Bio

For smaller and mid-sized pharma companies, launch excellence isn’t just about bringing new molecules to market—it’s about maximizing the value of existing assets through reformulations, lifecycle extensions, and regional strategies. At Helsinn, Enrico Magnani has led global and regional launches in oncology and supportive care, where success is measured not just by speed to market, but by sustained value creation across the product lifecycle. Drawing on real-world experience, he’ll share how smaller companies can define success on their own terms and build agile, resource-smart strategies that deliver long-term impact. Attendees will leave with a practical framework for lifecycle-focused launch success beyond the first approval.

·       Launching reformulations with strategic intent and regional relevance

·       Defining success metrics that reflect company size and product type

·       Extending lifecycle value through agile, resource-smart planning

Enrico Mangani

Chief Strategy Officer
Helsinn Group

See Bio

This panel explores the next frontiers of launch excellence—from technology integration to evolving customer expectations, and how teams must adapt in the years ahead.

·       Preparing for more personalized, data-driven, and tech-enabled launch strategies

·       Navigating future regulatory, access, and innovation-driven disruptions

·       Shaping launch capabilities to meet tomorrow’s market and stakeholder demands

Explore a view of the trends shaping the next decade of launch excellence.

Sherif Elhaw

Former Director, Emerging Markets, Launch Excellence Lead
Pfizer

See Bio

Simone Rebora

Global Marketing Director
Ipsen

See Bio

Wrapping up the summit, we will come together to underline the key insights, highlight actions and equip ourselves with next steps to elevate launch excellence in our own organizations.

This is a collaborative session dedicated to:

·       Translating the event learnings into practical next steps for their launch teams

·       Identifying personal and organizational opportunities for capability growth

Committing to a clear post-event action plan for long-term excellence

Troels Sørensen

Global Head Clinical Practice
Boehringer Ingelheim

See Bio

Paula Alberquerque

Global Strategic Launch Excellence
UCB

See Bio