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Preparing for the successful launch and commercialization of a pharmaceutical product

February 17, 2021 @ 12:30 pm - 1:30 pm EST

Baker Tilly CPE Webinars

Participants of the live webinar will be eligible for 1 free CPE credit.


Bringing a novel pharmaceutical or life sciences product to market has always been an arduous undertaking, even before the onset of the coronavirus pandemic. In fact, a study by McKinsey reported that 40% of worldwide drug launches between 2009 and 2017 failed to meet their two-year sales forecasts.

Launching a new product has traditionally been an inside out perspective (i.e., a so-called “PUSH” process to push the brand into the market). Our new, unique model is an outside in perspective (i.e., a so-called “PULL” process) used to assess and understand the market dynamics, and then letting the market come to the brand as the market dynamics dictate the position and potential success of the brand, not the brand team. Commercial professionals must understand the marketplace and the competencies needed to succeed and thus design their go-to-market field optimization plans with the capabilities the market has dictated.

Join Baker Tilly for an informative presentation that will discuss their new, unique P.O.E.M. framework for planning the successful launch of a new pharmaceutical product in today’s complex environment. Our team of Value Architects™ will discuss:

  • The traditional path that life sciences companies have taken when bringing a product to market and the shift to a new commercialization mindset in recent years
  • The importance of having a pre-commercialization development plan and how having an outside-in approach will lead to a better field optimization and demand creation strategy
  • The Baker Tilly Product Opportunity Evaluation Model (P.O.E.M.) and how it can lead to better planning for the successful launch of a new life sciences product

Who should attend?

  • C-Suite, commercial, marketing, market access executives of emerging, small- and mid-sized life sciences companies


  • Darren Jones, CIA, Partner
  • John Finan, MBA, Director
  • Katie Schaldenbrand, MPH, Manager
  • Nicole Hovey, MPH, Senior Consultant
  • Casey Armstrong, MPH, Senior Consultant
Information about CPE eligibility

There are no prerequisites for this webinar, and advance preparation is not required. There is no cost to attend this webinar.

Level: Overview

CPE credit: One (1) hour total credit

Field of study: Management Advisory Services

A certificate of completion will be emailed to you four to six weeks after the event.

For more information regarding administrative policies such as complaint and refund, please contact our offices at +1 (608) 240 2522.

Baker Tilly US, LLP is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: learningmarket.org.

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