Commercialization Alignment Labs™ are four facilitated executive sessions that take a new product from an unformed commercial position to a launch execution plan, one decision set at a time: Lab 1 Patient Opportunity, Lab 2 Distribution Architecture, Lab 3 Leakage Architecture and Lab 4 Launch Readiness.
Why it matters
Each Lab produces the decisions the next one depends on. Run out of order, the later sessions spend their time rebuilding what the earlier ones should have settled. The Labs exist because the earliest launch failures leave no artifact: no rejection, no denial, only a population that was never found and a plan that assumed it would be.
Origin
Created by Patrick R. Coyle. Delivered through Novus Proximus and described on nextgengtn.com alongside the NextGen GTN™ curriculum.
Read more
Related terms
The 10 Exits of Therapy™, Product Lifecycle Phases
Part of the Patients + Profitability™ Glossary. Canonical definitions by Patrick R. Coyle; the same terms on nextgengtn.com and novusproximus.com carry these meanings.