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OUR WORK
Creating Launch Excellence at CSL Behring
How we helped a pharmaceutical company turn their pipeline into product launch success
It was great to have another perspective from highly experienced and knowledgeable experts who challenged the team to be more strategic, and focus on what really matters
Pharma Company
Rare Diseases
The Oxford team brings strong strategic perspective given both their depth of understanding of our business as well as the broader dynamics and nuance. It is this balance that we appreciate as they facilitate global and local discussions to drive towards a common understanding and valuable output.
Senior Marketing Leader
Haleon
My experience with the entire Oxford team has been tremendous. Great partners that "get it" in terms of how to engage in an organization and add meaningful value.
TA Lead
US CSL Behring
Challenge
CSL Behring had a pipeline of new products, but no standard way of working and each launch team was preparing for launch in their own way, each time. They needed to ensure each launch had the best chance of success. With breakthrough treatments like garadacimab (Andembry®) close to approval, the company wanted to give every treatment the best possible chance of success through a repeatable framework that could be adapted across markets from the US to Japan and scale with teams of any size.
Solutions
Customer-First Market Intelligence
We helped teams dig deeper into what customers actually needed and what competitors were really doing. Through better understanding of patient experiences and real-world evidence, we revealed garadacimab's genuine advantages, particularly around convenience and practical outcomes that mattered most to patients and clinicians.
Unified Launch Strategy
They needed teams thinking big and joined up, with earlier planning, better collaboration, and smarter decision-making across the organization. Instead of teams working separately, we created one launch plan with shared goals and clear responsibilities. This approach built a culture of collaboration and ownership while ensuring everyone worked toward the same objectives, regardless of geography or team size.
Pre-Launch Relationship Building
We established systematic early engagement with key stakeholders through a comprehensive brand manifesto. This groundwork approach created anticipation and better experiences from day one, building critical relationships with patients and clinicians well before product availability.
We were an integral part of the Launch Excellence team at CSL Behring and understood the culture and business priorities. By keeping the launch process very simple and human, we provided launch teams with something they wanted to use. It helped them work together well and set up for success at least 24 months before launch
Andrew Watson
Oxford
Results
The framework has become CSL Behring's standard approach for new product launches globally. The garadacimab launch team successfully developed aligned launch plans and goals across multiple markets, securing regulatory approvals in the UK, EU, Japan, and Australia. In June 2025, the US Food and Drug Administration approved Andembry®, marking a significant milestone for the standardized launch approach.
This systematic methodology now provides CSL Behring with the confidence to launch consistently across diverse global markets so they can focus on each product's potential for success.
“The new approach provides a clear red thread in terms of the thinking and… empowers the team to understand the opportunities and the key issues and how our strategy and focus will unlock the brand potential.”
Global Therapy Area Lead
CSL Behring
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