Launching a new product is a risky endeavor with a relatively low probability of success. Only 25-30% of products move from Phase 3 to registration, and less than 10% of commercial launches are excellent. The reasons for failure may be linked to the product profile, yet too often, they result from insufficient evidence, poor planning, or poor execution. As a result, not only does a company not realize its financial goals, but due to low market adoption, patients cannot benefit from the new, innovative therapy. Working with Abante Scientific can remove some of these worries by applying a thorough, evidence-based strategic planning process to the market discovery, innovation development, building value, executing your company strategy, and communicating with stakeholders. Based on a solid foundation of skills and experience in the life science industry, Abante Scientific’s approach can help increase the value of your company assets, attract investors, prepare a successful launch and develop your organization.

1. Evidence-Based Strategy

2. Abante Scientific Aspiration Is To
Improve Your Launch Success
By increasing the adoption rate of innovative therapies
leading to better patient outcomes

3. Less Than 10% Launches Are Considered
Excellent
80% products
don’t change
their sales
trajectory
significantly
between 6
months and 2
years post-
launch.
First 6
months
matter
Nothing can
replace
systematic,
cross-functional
and multi-
country launch
preparation.
Systemic
prepara-
tions
TPP* drives
product value
and must be
developed with
input from
diverse
stakeholders,
followed by a
robust IEP** in
different patient
populations.
TPP as
value
driver
Tight post-
pandemic
budgets require
stronger
evidence. RWE
continues to
gain
importance.
Evidence
bar
raised
IQVIA Launch Excellence VI “Launch Excellence in a disrupted world: challenges and opportunity”
IQVIA Launch Excellence VII “The three pillars of post-Pandemic Launch Excellence”
*TPP = Target Product Profile
**IEP = Integrated Evidence Plan

4. Why Launches Fail
Product Failure
• Product profile doesn’t support a strong
value proposition
• TPP and IEP executed without insights
from all important stakeholders
• Limited data generation plan
• Efficacy lower than expected
• Safety concerns – real or perceived
• No differentiation from competition
Strategy or Execution Failure
• Poor market understanding, resulting in:
• Incomplete understanding of the unmet
need
• Insufficient engagement with
stakeholders
• Ignoring competitive threats
• Alienating skeptical stakeholders
• Unrealistic financial forecast
• Unprepared organization
• No market development / market
shaping activities prior to and at launch

5. Key Success Factors
1. High unmet need
2. Powerful value proposition
• TPP (target product profile)
• IEP (integrated evidence plan)
• Impactful scientific messaging platform
3. Omnichannel, personalized stakeholder
engagement
4. Prepared and aligned organization
• Horizontal alignment
• Launch excellence capabilities
• Culture of focus & prioritization

6. Abante Scientific Services
Launch Excellence Strategic Advisor
•Unmet Need & Market Assessment, Competitive Analysis
•Product Positioning & Target Product Profile Development
•Market Segmentation & Targeting, Customer Personas Development
•Value Creation: Value Proposition & Messaging Platform
•Launch Plan: Omnichannel Communication Strategy, Capability Building, Organization Scaling Up, Launch Timelines
•Communication for Investors and Stakeholders
Fractional Chief Medical Officer
• TPP & IEP Planning
• Advisory Boards & Expert Roundtables
• Data Gap Analysis & Prioritization
• Publication Planning
• Scientific Messaging Platform
• Medical Education & Information
• Market Access/HEOR Plan
Advisor & Board Member

7. Conclusion
Launching a new product is a risky endeavor with a relatively low probability of
success. Only 25-30% of products move from Phase 3 to registration, and less
than 10% of commercial launches are excellent. The reasons for failure may be
linked to the product profile, yet too often, they result from insufficient evidence,
poor planning, or poor execution. As a result, not only does a company not
realize its financial goals, but due to low market adoption, patients cannot
benefit from the new, innovative therapy.
Working with Abante Scientific can remove some of these worries by applying a
thorough, evidence-based strategic planning process to the market discovery,
innovation development, building value, executing your company strategy, and
communicating with stakeholders. Based on a solid foundation of skills and
experience in the life science industry, Abante Scientific’s approach can help
increase the value of your company assets, attract investors, prepare a
successful launch and develop your organization.
US FDA https://www.fda.gov/patients/drug-development-process/step-3-clinical-research

8. Founder: Kasia Hein-Peters, MD
• 12 product launches over 28 years
• 5 new therapies and vaccines, which
influenced the standards of care
• HPV vaccine
• Dengue vaccine
• Carbapenem antibiotic
• Echinocandin antifungal
• SSRI antidepressant
• Change management
• Introduction of enterprise and marketing
strategy process
• Organization development to scale up for
launch
• Global & regional responsibilities (CEE,
EMEA, LATAM, SEA)
• Multiple therapy areas:
• Primary: vaccines, infectious diseases
(including COVID-19), neuroscience
• Secondary: ophthalmology, urology,
hematology, transfusion medicine,
regenerative medicine, oncology, diagnostics
• Pharmaceuticals, biotechnology, medical
devices, digital health

9. Contact details
kasia.hein.peters@abantescientific.com
+1 (973) 818-6432
http://abantescientific.com/
https://calendly.com/kasia-hein-
peters-md/abante-scientific