Rethinking the Drug Launch for the Age of AI, A Podcast
- Jonathan Olsen
- 6 days ago
- 2 min read
That gap, between knowing what good looks like and being able to act while the market is still moving, is what I wanted to put to someone who has lived it.
Lou has spent three decades in commercialization and has since sat on the other side of the table, advising the teams making these calls. Not a vendor with a platform to sell. An operator who has watched launches drift in real time and can tell you where and why. My thanks to him for a genuinely candid hour, and for being willing to say the parts most people leave out.
Three questions I keep hearing from launch teams, and where he took them.
Can a launch actually adapt? Turning around a single tactic has traditionally taken about three months, inside a window that runs six months to a year. Do that math, and you can spend half your window responding to a signal you saw on day one.
Who is orchestrating all of it? The agency owns the content, your team owns the data, and patient support sits behind a firewall. Someone still has to run it as one launch, and that is harder than any org chart admits.
And what about MLR? Most organizations are still running review models designed twenty years ago. When the launch window compresses to four to six months and one MLR cycle takes four to six weeks, that arithmetic stops working.
Underneath all three is the reason any of it matters. A launch that drifts is not just a missed number. It is patients waiting longer for a therapy that is commercially available.
Listen to the full conversation here: https://vimeo.com/1210362697?share=copy&fl=sv&fe=ci
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