Tuesday, April 28th, 2026
11AM EDT | 4PM BST | 8AM PDTThe standard pharmaceutical playbook starts with Asset Strategy (Step 1) and moves to Brand Strategy (Step 2) before building out commercial silos. However, today assets are launching into a vastly more complex reality defined by fractured stakeholder attitudes, evolving payer pressures, and rapid societal shifts. Clinical evidence alone no longer guarantees market impact.
Before a brand plan is written, leaders must define the ecosystem and uncover the deep-seated truths that govern stakeholder behaviour. Without this ‘Step 0’, even breakthrough science will struggle to realize its full commercial potential and deliver meaningful impact for patients.
Key decisions explored include:
- How to identify the defining insight that reframes ecosystem complexity and informs strategy before execution begins
- Lessons from the COVID-19 vaccine, including navigating societal trust, misinformation, and global access
- When medicines evolve beyond their original intent, including how GLP-1s became a broader societal phenomenon
- How to proactively shape ecosystem readiness to support a successful launch and long-term impact
Speaker Details
Bill Fay
US President, Lucid Group
Frances O’Conner
President, Growth Strategy at Lucid Group
Dr. Rod MacKenzie, CMG
Chair of the Board of Directors, Lucid Group
Simon Bates
Managing Director, Consulting, Lucid Group
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