Launch Tracking – Why it’s important to address the elephant in the room

We’ve all been there before….

You rush into your regular cross-functional launch team meeting, everyone highlights which of their activities they have ‘ticked-off’, nicely showcasing all the ‘green’ activities that are up to date and on-track. But there’s an elephant in the room. The elephant represents all those activities that are overdue or at risk, that haven’t yet been fully addressed.

Which activities should you focus on in your cross-functional launch team meeting?

Ideally, you should use this meeting to focus only on your red and amber activities that are ‘at risk’, ‘delayed’ or being ‘closely monitored’ (by exception reporting). The reality is everyone should be generally aware of which tactics are progressing smoothly and ‘on track’, but it’s the ones that are stumbling along, or the ones left behind that are often hidden from view. If you focus on ‘exception reporting’ you’ll save time – you divert attention away from ‘what has already been done’ and zoom in on ‘what needs to be done’ and address it appropriately, together, as one team.

How frequently should you update your activities?

If you can get into the habit of updating your activities at the beginning or end of every week you can save yourself time in the long run, as you, and your launch team colleagues will have much clearer visibility of any potential issues that might otherwise delay your launch down the line.

How do you manage the tracking of your launches?

Sometimes, tracking your launch activities can feel overwhelming, especially if you are managing multiple launches. I’m sure that you, like me, have used a variety of systems to track launches – PowerPoint, Excel docs and an array of technology tools. Some online trackers are so complicated they prove impossible to use on a day-to-day basis, so for me, simplicity is key.

My litmus test: ‘Is the online tracker intuitive enough to use after a 30-minute tutorial?’ If ‘yes’, I’m sold. IE’s Ignite launch tracker technology ticks all of these boxes. It’s super easy to use, is intuitive and IE handles all the set-up so it’s ‘ready-to-go’.

How can I spend more time ‘doing’ and less time ‘tracking’?

If you’re already tracking your launches with a launch planning technology tool like Ignite, you are already half-way there.

If you want to take it up a notch, you should designate someone as a ‘focal point’ for your launch tracking – this could be someone on your launch team, or a dedicated IE Implementation Partner – Associate (this is something we have received unprecedented client demand for this year). This focal person will provide ‘peace of mind’ and reassurance that nothing will ‘fall through the cracks’. They will keep a close eye on activities coming up, activities being ‘closely monitored’ and those ‘at risk’ or ‘overdue’. They will flag accordingly, find out why, and ensure they are addressed so everyone can swiftly move forwards, together, with no elephants in sight!

How we can help you

At IE, we inspire excellence in launch. We are passionate about supporting our pharmaceutical clients. We provide expertise in launch excellence counsel, capability development, project management and lead with the ‘best in class’ launch planning and collaboration technology, Ignite.

This article was written by Avi Leaf.

Avi is an Associate on our team of Launch Implementation Partner Experts with extensive launch experience at Merck, Pfizer, Takeda and Vifor. Avi makes a real difference: “Avi works strongly behind the scenes with launch support, communication, cross-functional and 1:1 meetings – this is vital to keep us all on track with so many overlapping and linked projects. He can work on much of this before we have even started our day, and this is crucial in helping us achieve our launch success” Director of Oncology Marketing – World-leading Biotech.


Would you like to find out how Avi, or one of our other expert Launch Implementation Partner Associates can help you track your launch?

Would you like to book a free 30-minute demo of Ignite to see how it can simplify your launch?

Please drop us a line – we look forward to hearing from you: launch@innovative-edge.com

19 Oct 2020 12:14 pm
Published by