{"id":73359,"date":"2023-09-29T10:36:21","date_gmt":"2023-09-29T08:36:21","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?p=73359"},"modified":"2024-02-02T17:45:46","modified_gmt":"2024-02-02T16:45:46","slug":"idorsia-from-greenfield-to-launch-ready-in-just-12-months","status":"publish","type":"post","link":"https:\/\/pantheon.veeva.com\/eu\/blog\/idorsia-from-greenfield-to-launch-ready-in-just-12-months\/","title":{"rendered":"Idorsia: From Greenfield to Launch-Ready in Just 12 Months"},"content":{"rendered":"<p>Emerging biopharma companies face a high-stakes gamble when preparing for a drug launch, but the odds can quickly move in their favor. Long before field teams are in place, the most agile companies are improving effectiveness by focusing on core teams and infrastructure, and getting the approach right for first-to-launch markets.<\/p>\n<p>A former division of Actelion, Idorsia combines a long track record in R&#038;D with a relative newcomer status in commercial, an area it entered only 18 months ago. As it got closer to the launch of its drug QUVIVIQ (daridorexant), the company knew that it would need to scale its approach quickly and effectively across multiple markets. With no legacy technology in its commercial environment to consider, and some key business hires yet to join, Idorsia faced the challenge of a blank canvas \u2014 and a ticking clock.<\/p>\n<script>\n\t\t\twindow._wq = window._wq || [];\n\t\t\t_wq.push({\n\t\t\t  id: \"qlrp5d4s85\",\n\t\t\t  options: {\n\t\t\t\tplugin: {\n\t\t\t\t  \"captions\": {\n\t\t\t\t\tonByDefault: false\n\t\t\t\t  }\n\t\t\t\t}\n\t\t\t  }\n\t\t\t});\n\t\t\t<\/script><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/qlrp5d4s85.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_qlrp5d4s85 videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/qlrp5d4s85\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div>\n<p align=\"center\"><em>Idorsia Pharmaceuticals shares its advice on <a href=\"\/eu\/customer-stories\/idorsia-achieving-launch-excellence\/\">achieving launch excellence<\/a><\/em><\/p>\n<h2>Medical paves the way<\/h2>\n<p>Focusing on the needs of a core team makes it possible to mobilize earlier and quicker during the pre-launch phase. Given medical is first in the field and a key source of insight for sales and marketing, the Idorsia market access team prioritized getting Veeva Vault MedComms up and running and ensuring medical field teams had access to relevant digital content.<\/p>\n<p>Bas Van de Kamp, director of medical affairs systems at Idorsia, points out: \u201cMedical is first to hit your customers, and they pave the way for sales and marketing straight afterward. The medical content and scientific teams pushed out content quickly and compliantly so that medical science liaisons (MSLs) could use them during conversations with their stakeholders.\u201d<\/p>\n<p>As field would soon start talking to the same customers, Idorsia had to eliminate the risk that these teams might accidentally select non-compliant commercial content. Veeva Vault PromoMats came online two months later. As Van de Kamp explains, \u201cWe chose to use both Vault MedComms and Vault PromoMats during launch to get medical and promotional content out in a compliant way and ensure that crossover never happens.\u201d<\/p>\n<p>It\u2019s easier to achieve consistency across functions when teams use the same platform and can access relevant customer information. \u201cWe are a digital company and believe that digital content will save us time and money, and is more attractive to healthcare professionals (HCPs) and key opinion leaders (KOLs),\u201d Van de Kamp adds. \u201cThe streamlined process available to us in Vault MedComms and PromoMats means we can sustain the high volume of compliant content required for a competitive launch.\u201d<\/p>\n<h2>Getting a strong core in place<\/h2>\n<p>Idorsia\u2019s commercial team quickly faced an urgent choice over the timing of its CRM implementation: it could either introduce technology without input from the business or wait until key hires had joined to make decisions.<\/p>\n<p>With no legacy infrastructure to hold it back, Idorsia went ahead and introduced core Veeva CRM technology, including a subscription to OpenData, with limited business input. The decision meant that \u201cwe got the best technology available and then fine-tuned once new hires were in place,\u201d says Baptiste Omont, senior director of commercial and medical systems.<\/p>\n<p>An end-to-end strategy requires more planning upfront but pays dividends later. Idorsia\u2019s access to integrated customer reference data, combined with a platform approach to content creation and delivery, supported launch excellence. \u201cHaving Vault PromoMats and Vault MedComms to support content creation, and Veeva CRM to execute fully compliantly, means we can focus on what makes sense for the business and the patient,\u201d concludes Van de Kamp.<\/p>\n<p>By adhering to a launch strategy that is 80% core and 20% local, Idorsia also avoided the pitfall of excessive customization in each market. The company scaled rapidly by starting with a simultaneous launch in Japan and the U.S. before later going live in Europe following adaptations for France and the U.K. As Omont notes, \u201cOur mantra was as global as possible, as local as necessary.\u201d<\/p>\n<h3>Lifting off after launch<\/h3>\n<p>Each phase of a launch provides a chance to learn and improve if there is a systematic approach to data collection. Knowing which digital content and websites medical teams use (and for how long) can help sales and marketing be more effective. Adopting a mostly global approach ensures that regional teams benefit from insights as they later localize for their markets. Having the right KPIs to assess field performance strengthens future launch initiatives.<\/p>\n<p>Omont concludes: \u201cThanks to our partnership with Veeva \u2014 which started soon after Idorsia was founded \u2014 consistent technology has never been a question for us. This has allowed us to be cost-effective and focus on launch success.\u201d<\/p>\n<p>Visit our <a href=\"\/eu\/resources\/#455|\">Resource Centre<\/a> to get the latest insights from leading pharmas and biotechs on innovative approaches to commercialization.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As Idorsia prepared for the global launch of its new drug, it had a blank canvas in its commercial technology environment \u2014 and a ticking clock.<\/p>\n","protected":false},"author":355,"featured_media":73362,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"product":[997],"area":[972],"coauthors":[1668],"class_list":["post-73359","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","product-crm","area-commercial","blog-area-commercial","blog-product-multichannel-crm","blog-html-content-yes"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/73359"}],"collection":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/users\/355"}],"replies":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/comments?post=73359"}],"version-history":[{"count":9,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/73359\/revisions"}],"predecessor-version":[{"id":75827,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/73359\/revisions\/75827"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media\/73362"}],"wp:attachment":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=73359"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/categories?post=73359"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/tags?post=73359"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/product?post=73359"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/area?post=73359"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/coauthors?post=73359"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}