Building a Market Access Playbook to Improve Launch Execution

__________________________________________________________________________________

“Magic Hat Consulting brought structure, clarity, and strategic rigor to a highly complex launch environment. Their partnership enabled us to standardize Market Access launch excellence across functions while improving efficiency, governance, and risk mitigation.”

-  Sr. Director Value Access & Pricing

__________________________________________________________________________________

The Business Situation

A Top 10 Pharmaceutical Company sought to strengthen and standardize its approach to Market Access launch execution across functions, from pre-launch planning through post-launch activities. With an increasing number of products planned for launch, the company’s internal Market Access operations were experiencing capacity limitations, resource turnover, and resulting knowledge gaps. Leadership desired to elevate their Market Access Launch Excellence capabilities and establish a high standard of execution focused on winning in the market and mitigating risk through effective execution across internal launch functions. To support this initiative, the company engaged Magic Hat Consulting (MHC) as a trusted partner to strengthen its Market Access Launch Excellence and drive successful execution.

Our Approach: Designing and Operationalizing a Scalable Market Access Playbook

Magic Hat was engaged to provide Market Access teams with the tools and resources needed to support high performance and raise the standard in Market Access Launch Excellence. The overarching goal was to help teams translate existing guidance into comprehensive workplans, prepare for governance milestones, and ensure best practice approaches are codified and consistently adopted.

To bring this goal from concept to scalable practice, the team partnered with Magic Hat, given our deep launch expertise, and worked side-by-side to develop a Market Access Launch Playbook. We then piloted and refined the Playbook with internal stakeholders, incorporating feedback and best practices from both internal functions and our partners.

Magic Hat began by partnering with leadership to define the strategic vision for the Playbook, its organizational impacts, and the importance of integrating it into an upcoming launch on an expedited timeline. Once aligned on the vision and strategy, MHC worked closely with leadership to build the solution in time to support an upcoming blockbuster launch for the organization.

Working closely with internal cross-functional partners, MHC quickly synthesized insights from stakeholder interviews and external best practices. Leveraging those insights, the team developed a Playbook that serves as the “North Star” for Market Access launches, providing the standardized guidance, cross-functional interdependencies, ways of working, tools, and templates to support effective Market Access launch planning and execution.

Delivering Successful Outcomes 

• Improved Launch Performance: Delivered an effective Playbook that improved Market Access Launch Team efficiency and effectiveness, reducing complexity and saving time.

• Strengthened Cross-Functional Alignment: Drove consistent, proven launch approaches across Market Access functions that provided predictable, high-quality deliverables to the organization.

• Accelerated Knowledge Sharing: Ensured best-practice approaches are codified, shared, and consistently adopted across teams.

• Enhanced Launch Risk Mitigation: Improved risk identification and mitigation for novel assets in new disease areas and modalities.

• Elevated Team Capabilities: Enabled high-performing teams through standardized tools, guidance, and ways of working.

• Improved Execution Quality: Improved effectiveness of key deliverables.

• Optimized Governance: Enhanced the clarity and efficiency of governance through more consistent processes, status reporting, deliverables, and expectations.