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Designing a lean launch strategy and GTM model

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The challenge

A global, top-10 pharma client sought Putnam’s guidance on developing a lean launch strategy for a novel cell therapy in oncology and how to best engage with customers given the small footprint of hospitals certified to administer cell therapy.

Our solution

Putnam developed a robust launch plan aligned to key launch objectives. Putnam’s lean go-to-market strategy optimized balance between personal promotion and digital strategy. Through studying suitable analogs and following launch best practices, detailed plans for engaging HCPs & patients, as well as providing a go-to-market design, budget, and sizing for all customer facing roles.

The results

Our lean, go-to-market strategy provided the client an optimized balance between personal and non-personal promotion, allowing the client to adequately forecast, allocate resourcing, and identify “jobs to be done” pre and post-launch.

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