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

Roundtable 1: AI in Action: Where Launch Teams Are Seeing Real Impact

As AI hype evolves into real capability, pharma launch teams are beginning to adopt and test AI-powered tools across the value chain - from insight generation to content development. This roundtable explores what’s working, what’s scalable, and what’s still to be proven.

• Share successful use cases of AI supporting pre- and post-launch activities
• Explore barriers to adoption and strategies to overcome internal resistance
• Discuss future AI capabilities that could redefine launch planning

Roundtable 2: Digital-First Launch Design: Getting Personalisation, Channels & Execution Right

Today’s launches demand more than digital add-ons—they require fully integrated omnichannel strategies tailored to stakeholder behaviours. But executing that vision remains a challenge. Join peers to dissect what’s working and how to optimise digital-first launch blueprints.

• Define what a true “digital-first” launch looks like for your product and audience
• Share challenges integrating content, channels, data and systems for end-to-end orchestration
• Discuss KPIs and best practices for measuring digital launch effectiveness

Roundtable 3: Real-Time Insights, Smarter Decisions: Enabling Agile Launch Execution

Speed and adaptability are increasingly critical as market dynamics shift post-approval. This discussion focuses on how data and insights are being operationalised to enable real-time pivots, smarter targeting, and ongoing optimisation during the launch window.

• Identify the most valuable data streams during the first 6–12 months post-launch
• Explore tools and structures for real-time insight capture and decision-making
• Share lessons from teams that have successfully pivoted post-launch

Roundtable 4: Getting Ahead of the Curve: Using Predictive Analytics to De-Risk Launch Planning

With pressure to get launches right the first time, teams are increasingly turning to predictive analytics to reduce uncertainty and stress-test strategies. This session explores how forecasting, simulation, and modelling tools are shaping smarter launch plans.

• Share how predictive tools are being used in early-phase and pre-launch stages
• Discuss how to scenario-plan for pricing, access, uptake and competition
• Explore how commercial and data teams can collaborate to drive smarter predictions

Supply chain volatility can derail even the strongest launch strategy. Ensuring supply readiness during a critical product debut is essential to protect revenues, patient access, and long-term brand success. By proactively managing risks, aligning cross-functional teams, and embedding agility, launch leaders can safeguard performance and build resilience in an increasingly unpredictable environment. Attend to delve into:

• Anticipating and mitigating launch-phase supply risks with structured, proactive frameworks
• Aligning commercial, supply, and manufacturing functions to ensure end-to-end readiness
• Embedding agility and resilience to adapt quickly to unexpected disruptions

Oyana Goñi Revuelto

Senior Director, Launch Excellence
Bristol-Myers Squibb

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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

Senior Director, Global Launch and Marketing Excellence
AstraZeneca

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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 and how the Future of Rare diseases will be shaped with new innovative molecules similar to Gene Therapies to complement the existing portfolio.

• Understanding the different elements that will enable a successful Launch in the plasma industry.
• 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.
• Shifting the mindset through the innovative molecules [A Gene Therapy perspective]

Karim Daniel

Head of Marketing Middle East & Africa
CSL Behring

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Talk details to be announced

Michael Takla

Head of Launch Excellence JANZ & Emerging Markets
Viatris

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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 Magnani

Chief Strategy Officer
Helsinn Group

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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

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Simone Rebora

Global Marketing Director
Ipsen

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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

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Sophie Hoehlinger

Former Head of Global Launch Excellence
UCB

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