Strategic Alliance Magazine Q2 2016 - 55

EDITORIAL SUPPLEMENT Global team transfers: In creating your global launch team, strategically assign global marketing personnel from your key markets that are designated to be the launch leader in their home markets. For example, our global team consisted of two individuals from the US affiliate who were tapped to be the US launch leaders. This approach also is extremely helpful in countries that typically exhibit high sensitivities and marketing nuances. Align on waves for global launch The first and most important step is building your alliance launch team, which should be done in such a way as to win the hearts and minds of a cross-functional and cross-geographic group. The team's main purpose is to obtain local market insights and ensure global alignment. We cover all of the following elements when launching in waves: Launch order: Prioritize the launch order based on sales potential, market opportunity, regulatory timing, pricing, and access. Group launches: From this prioritization, group affiliates into three waves of launches, ensuring that your first group (Wave I) includes the key countries that make up roughly 80 percent of your worldwide business or opportunity. In the case of a typical pharmaceutical asset, these countries might be the US, Japan, Germany, the UK, France, Italy, Spain, Canada, and China. (Waves II and III are often grouped in descending order of sales potential.) Wave I team members: After you've chosen your Wave I affiliates, formulate a cross-functional team. In a pharma alliance, this team would comprise members from affiliate marketing, medical, and PRA (pricing, reimbursement, and access) from both firms. Ensure that you have equal representation from both firms. Wave I leaders and the global launch team should meet frequently (monthly and then eventually weekly) and communicate often. Workshops provide great opportunities to seek input, gain alignment, listen, and learn from each other. Wave II countries are "informed" at this stage (quarterly and then monthly). You will need to reach out and communicate often enough so that Wave II countries are not surprised, and so that they have the opportunity to provide feedback. Wave III countries should be updated on an annual or bi-annual basis. While the following items don't fit into a neat category, here are a few additional tricks of the trade: n Co-locate when practical, and when that isn't feasible, use technology to see each other face to face as often as possible. n Develop a theme that helps team members connect to each other and to the brand. n Work with your affiliate leadership to identify the talented employees that will move with the asset from global development to the affiliates as the brand launches. n Rotate the location of live meetings to ensure that travel and jet lag are shared equally. n Run a few training and on-boarding sessions up front to ensure everyone is on the same page. 55 SUMMER * 2016 | STRATEGIC ALLIANCE MAGAZINE

Table of Contents for the Digital Edition of Strategic Alliance Magazine Q2 2016