Campbell Alliance Offers Latest Version of Launch Playbook®

October 1, 2008


Campbell Alliance, the leading management consulting firm specializing in the pharmaceutical and biotech industry, today announced the release of its latest version of the Launch Playbook®, the most comprehensive solution available today for planning and managing the logistics of a product launch in the life sciences.


The Launch Playbook® is an integrated solution that combines proven methodologies for organizing a launch team and developing a robust launch plan along with a cutting-edge project management and reporting tool—all with the support of Campbell Alliance’s seasoned consultants.  During the last eight years, the Launch Playbook® has been continually refined by Campbell Alliance through experience drawn from its support of over 71 launches (including new small molecules and biologics as well as line extensions) in 13 therapeutic areas across the United States, Canada, the United Kingdom, and Europe.


This latest version of the Launch Playbook® includes a fully Web-based project management solution that allows for the coordination of a launch, not only across different functions but also across multiple geographies and various types of launches (e.g., indications) for the same product.  In addition, Campbell Alliance has applied its years of experience to develop pre-loaded starter kits for the most common types of product or line extension launches in the largest geographic and therapeutic markets, providing access to industry best practices.


“Everyone understands that a successful launch is critical to the short- and long-term success of a product.  Resource-constrained environments and the competitive nature of many therapeutic areas have made the product launch more challenging than ever before,” stated Nader Naeymi-Rad, Chief Operating Officer at Campbell Alliance.


Mr. Naeymi-Rad formerly served as Senior Vice President and head of the firm’s Brand Management Practice, where he helped create the Launch Playbook® offering and led its development.  He now oversees the business operations of all six consulting practice areas at Campbell Alliance.


“With the Launch Playbook®, we offer product launch teams a proven solution for planning and managing a successful launch.  The new version enables the coordination of a launch on a global scale.  As a result, we give executives the confidence that they have done everything within their power to engineer a successful launch while making the best use of their resources,” stated Darius Naigamwalla, Senior Vice President and global head of Campbell Alliance’s Brand Management Practice.


The Launch Playbook® helps launch teams answer the crucial operational questions that can make the difference between a smooth, successful launch and a last-minute “fire drill” that can potentially have a long-term negative impact on the brand.  It addresses key questions, including


  • Who needs to be involved in this launch?  Which functional areas, sub-teams, and external parties are required?
  • What key activities and deliverables must be completed, and how should those activities and deliverables be prioritized?
  • When should these activities and deliverables be completed?  How much time and budget should be allocated toward their completion?
  • Where are the major areas of risk, what is their likely impact, and how do we plan to address them?
  • How do we track progress, address issues before timelines slip, and keep key stakeholders up to date?


Campbell Alliance offers a comprehensive launch resource center on its website.  For more information on Campbell Alliance’s approach to managing the logistics of a launch, an online demo of the Launch Playbook®, and other launch-related resources, please visit



About Campbell Alliance


Campbell Alliance is the leading management consulting firm specializing in the pharmaceutical and biotechnology industry.  The firm's clients include most of the world's top-20 pharmaceutical companies, as well as numerous emerging and midsize firms.  Campbell Alliance is organized into practice areas, each specializing in a critical industry function:  Brand Management, Business Development, Clinical Development, Managed Markets, Sales, and Trade and Distribution.  From its locations in Raleigh, NC, Parsippany, NJ, Los Angeles, San Francisco, Chicago, Boston, Philadelphia, New York City, Atlanta, and London, the firm serves clients throughout North America, Europe, and Japan.  For more information on Campbell Alliance, please visit


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Media Contact:

Stephanie Koenig