Transforming BioPharma Launch Strategy for 100X Patient Impact 

Introduction

In early 2024, a pioneering biopharmaceutical company specializing in rare diseases was on the brink of a major transformation. Having already achieved success with a groundbreaking treatment, the company faced an even greater opportunity: FDA approval for a new indication that would expand its potential patient base from 3,000 to 300,000—a 100X increase. 

While regulatory approval was a critical milestone, true success depended on the company’s ability to fundamentally shift how its field teams engaged with healthcare providers (HCPs). Moving from a rare disease model to specialty medicine required a scalable and systematic commercial approach—one that would enable the company to reach and serve exponentially more patients while maintaining the high-touch engagement that had driven past success. 

Challenge

Historically, the company’s sales reps focused on identifying the small number of patients who might benefit from their rare disease treatment. However, the new indication brought new challenges: 

• HCPs had deep expertise in the disease state and treated dozens of qualifying patients. 
• Many already had a preferred therapy in place for those patients. 
• Reps needed a more nuanced understanding of each HCP’s needs, values, and treatment preferences to position the new indication effectively. 

To support the launch, the company expanded its field force and leadership by 40%. This rapid growth created both an opportunity and a challenge—how to scale operations effectively while preserving the strong HCP relationships that had been key to past success. 

Recognizing the need for a structured, scalable engagement model, a seasoned commercial executive with prior experience working with PDG engaged them as a strategic partner. The goal was clear: align the expanded commercial team on a single engagement process to drive launch success. 

Solution

PDG orchestrated the transformation through a three-phase approach: 

Advise Phase  

PDG began with in-depth stakeholder interviews and an analysis of existing strategies and processes. Through collaboration with senior leadership, PDG aligned executive sponsorship on a customer engagement vision that went beyond sales tactics—fostering a growth mindset and behavior change across the organization. 

Aligning Cross-Functional Teams – A Key Success Factor

One of the key outcomes of this phase was aligning sales, marketing, L&D, patient services, and other cross-functional roles on a single customer engagement process. This framework ensured all teams were coordinated in their approach to customer engagement, breaking down silos and driving consistency across the organization.

Create Phase

In Q2, PDG designed and or assisted in the execution of a comprehensive solution focused on scaling engagement while minimizing time out of the field. Key components included: 

• Launch Excellence Roadmap – A framework aligning sales, marketing, market access, and operations to ensure a coordinated launch strategy. 
• Customer Engagement Model – The client structured a 4-stage HCP continuum, while PDG coached champions to guide reps in pre-call planning – helping them advance HCPs through each stage with tailored materials and data-driven insights. 
• Change Management Plan – Weekly briefings, coaching advisement, and feedback loops ensured alignment and accountability across teams. 
• On-Demand Learning – PDG created short, self-directed training segments, podcasts, and interactive scenarios, allowing reps to develop skills in real time without disrupting field work. 
• Measurement Strategy – A system to track leading and lagging indicators, enabling proactive course correction. 

The new sales solution was designed to create more valuable dialogue and engagement between the sales rep and HCPs.

Execute Phase

The new framework launched in Q3 2024, with PDG managing implementation across all levels. The rollout was supported by: 

• A Cascade Coaching Model – PDG partnered and collaborated with four first-line leaders (champions) and five internal L&D leaders, who then coached additional first-line leaders and their respective sales teams. 
• Data-Driven Accountability – Veeva CRM was used to track not just the completion of pre-call planning, but also the quality and strategic focus of sales engagements. 
• Ongoing Skill Development – Weekly bite-sized learning modules reinforced key concepts, while field success stories provided real-world motivation. 

Results

After One Quarter

The solution’s impact was evident almost immediately. Within one quarter of the rollout, ~8400 HCPs were profiled on the Customer Continuum. During this time, over half of the interactions moved an HCP forward on the Continuum.  The company also saw an unprecedented 25% increase in new patient initiations for their existing indication — reaching their highest levels ever, with improvements ongoing. The new processes were embraced enthusiastically, with nearly 100% completion rates for skill/knowledge development activities. Client-facing teams are projecting a 40% increase in new patient starts based on their newly enhanced capabilities. Expectations are equally high for the new indication when it is launched. The impact of this transformation was immediate and measurable.  

Post Program Launch Results – Impact on Revenue

Q4 2024 brand revenues exceeded Wall Street expectations and were ~50% higher compared to Q4 2023, driven by this initiative and others deployed by the client.

Future Use

The success of this initiative led to an expanded partnership into 2025. As the company prepares for its new indication launch in Q1 2025, it is extending the engagement model to: 

• All customer-facing roles – including Medical Science Liaisons (MSLs), Patient Services, and other cross-functional customer-facing roles. 
• Advanced coaching programs for front-line leaders. 
• Enhanced measurement systems to track performance and ensure continued success. 

By combining executive sponsorship, structured processes, and data-driven accountability, this transformation has positioned the company for long-term commercial excellence. Rather than simply preparing for a single product launch, the organization has established a scalable foundation for sustained growth and market leadership.