What’s your launch strategy?

September 2019

When you’re launching a new product, speed-to-market is always a top priority. However, even after a product is fully approved by the FDA, failure to fully think through – and plan – your launch strategy can create costly delays.

Whether you’re launching a controlled substance, a medical device or a temperature-controlled product, Cardinal Health 3PL Services can provide the expertise and resources you need for a successful launch.

At the “Launch Strategies” roundtable from our 2019 Channel Management Forum, Cardinal Health experts explained that this process usually starts out by asking the right questions, up front.

In this  interactive session, Shantese Marchbanks, Wade Hellemn and Amy Hodge -  experts in 3PL account management, customer experience and launch implementations – helped attendees think through the key questions they should be prepared to answer prior to a product launch to ensure their products get in the hands of patients as quickly and efficiently as possible.

Here’s just a sampling of some of the key questions asked and answered during this roundtable discussion:

• Do you have all the state licenses needed to launch your product in all target markets? If not, you may want to consider the Cardinal Health 3PL Title Model. In this approach, Cardinal Health takes ownership of your product so that it can be marketed leveraging Cardinal Health licenses in all 50 states. You can use this model on an interim basis  until you’re able to secure your own state licenses or deploy it as a permanent solution. Either way, this model can help you avoid costly launch delays.
• If you’re preparing to launch a controlled substance, do you know how to properly vet your customers? When it comes to drug distribution, not all medications are created equal. Federal laws require that additional care be taken to ensure that controlled substances don’t fall into the wrong hands. If you’re following a direct distribution model, it’s critical to understand that customers who don’t have Controlled Substances Ordering Systems (CSOS) are required to fill out specific forms for each controlled substance order – and additional training may be required to help ensure these forms are completed correctly. If you choose the Cardinal Health 3PL Title Model, Cardinal Health can handle the required vetting – please be sure to allow at least 4-6 weeks to complete this process in your launch plans.
• If your product requires special temperature controls, do you have a plan in place to handle your cold chain pack out? Creating custom cold chain pack outs—and having all the related materials developed and delivered to your 3PL partner for outbound shipments—can take several weeks. Therefore, advance planning and collaboration with your 3PL provider is critical. Advance planning will also provide an opportunity to better understand the requirements for ambient, cold chain, refrigerated and frozen products and to get all the information you need to prepare for related restrictions.

Download this case study, or check out this video to learn more about the Cardinal Health 3PL Title Model, how it compares to other distribution models and understand what models work best for your products.