Agenda at a Glance

As the US healthcare landscape continues to evolve at a rapid pace, it is imperative for drug and therapeutic manufacturers to consider the role of market access earlier in the development pipeline. This discussion will highlight the critical role that access plays in the specialty space, and how we can no longer assume that high unmet need alone will be sufficient to garner access for a novel therapeutic. We will cover:

• A brief landscape of the specialty pharma space, including recent payer decisions
• Several case studies as to how early planning secured optimal access
• An overview of launch planning and where access planning is key to success

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• Behavioral and granular disconnects in data and in between several data streams
• Gaps, bridges and functional & departmental silos in your launch playbook
• Strategic identification of the function/department that will primarily drive sales immediately upon launch
• Impact to Gross to Net
• Planning for a post-launch pivot

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• Overview of the role of Medical Affairs
• Pivotal value of Medical Affairs functions in a prelaunch
• Key activities and tools to ensure successful product launch

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There’s no question that COVID-19 has forced most industries to rely on virtual engagement, and thus Pharma is experiencing a metamorphosis from personal to non-personal promotions. As we explore this shift to virtual sales, Santos Torres will share insights and observations into what the shift from in-person sales to virtual entails, including:

• Why are the sales interactions getting shorter face to face and longer virtually?
• How to optimize digital visual tools and non-personal promotion?

•What changes does Sales need to initiate to their training and performance metrics?

The opinions expressed in this presentation and on the following slides are solely those of the presenter and not necessarily those of Bausch + Lomb or any other division of Bausch Health US, LLC, or its affiliates. Bausch + Lomb and Bausch Health US, LLC, do not guarantee the accuracy or reliability of the information provided herein.

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• Update on pricing enforcement environment
• Overview of Federal healthcare programs
• Discuss pricing strategies and launch considerations from a legal perspective

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• Exploring digital transformation and leveraging technology as an enabler to boost the traditional selling model
• Learn new approaches to create and deliver compelling content
• Learn how immersive technology can tell your brand’s story and improve customer engagement 

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Medical Affairs is critical in planning and executing the education and/or communication of the clinical value within a product launch. To achieve launch success, Medical Affairs roles are to:

• Align communication between the clinical development teams and commercial teams
• Build strategic and operational plans to communicate with key national and regional thought leaders
• Role of the field-based medical affairs team (Medical Science Liaisons) to identify, profile, and engage with appropriate national and regional thought leaders

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• Rationale for preparing value-based agreements in today’s Access environment
• Approach to developing value-based agreements
• Success factors and case examples

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• Secure the commercial success of new medical technology products as early as requirement gatherings 
• Navigate from the product-market fit to developing a customer-centric global marketing strategy
• Increase your product management effectiveness and cross-functional collaboration by utilizing the best practices

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