Leveraging Archetypes for an Effective Drug Launch Strategy

Critical launch activities about and lessons learned from each pharmaceutical product launch archetype profile.

We use product launch archetypes to tailor our launch activities in different ways. Instead of using a one-size-fits-all approach to your go-to-market strategy, archetyping gives companies a practical approach to planning, considering the characteristics of each launch type. Based on our extensive experience with pharmaceutical product launches, we have developed an archetype model that profiles the right launch strategy and plan based on product differentiation and market maturity.

Herspiegel Consulting Launch Archeype Model Whitepaper

What the paper covers.

Herspiegel Launch Archetypes

There are four archetypes in our model.

In this paper we cover the critical launch activities aimed at each targeted stakeholder group for each of the four archetypes and share case studies that demonstrate how these archetypes are used to achieve launch success. 


The four archetypes in our model are: 


  1. Trailblazer: Drugs that have high differentiation entering an undeveloped market have lots of opportunity, but need to cut their own path. 
  2. Disrupter: A product with high differentiation launching into a mature market will have to alter the status quo. 
  3. Pathfinder: Products who have low differentiation launching into an undeveloped market will have to find the targeted stakeholders and develop marketing that speaks to their needs. 
  4. Go-Getter: In this category, with low differentiation in a mature market, marketers need to find  differentiation beyond what is known or thought to be known.

Leveraging Archetypes for an Effective Drug Launch Strategy

Download the paper for more details on Herspiegel’s archetype model and to identify your launch archetype.

Being well-prepared for drug launch is hugely important for any manufacturer. At Herspiegel we leverage our proven go-to-market model to identify launch archetypes in the launch planning process and build customized solutions for our clients. This enables launch teams to devise and execute an effective launch strategy for their assets.

Interested? You can read more about our proven go-market-model.

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Santosh Naik, Principal

Santosh Naik


Santosh has experience working with patented products, generics, and biosimilars. He has developed and implemented launch strategies and cross-functional launch plans for over 15 unique assets in the oncology, ADHD, women’s health, diabetes, migraine, and pain therapeutic areas. He has developed strategic brand plans on a global level, as well as in US, Canada, and Europe. He also has experience working as an on-site brand manager for in-line and pipeline products in pain, prostate cancer, and CNS spaces.

Jay Jackson, PharmD, MPH, BCMAS is a partner at Herspiegel and an experienced market access professional. For more than 20 years, Jay has partnered with US and global clients of varying sizes and product portfolios to provide value-driven solutions that demonstrate brand value and maximize patient access to therapies. He has experience across multiple therapeutic areas, including oncology, cardiovascular, respiratory, autoimmune, infectious disease, central nervous system disorders, and rare diseases.