Orchestrating pan-European government affairs for the launch of a pioneering oncology medicine
Snapshot
At a glance
We led the pan-European government affairs strategy for a US pharmaceutical company launching a pioneering oncology medicine, coordinating activity across multiple markets to support a coherent, well-governed European rollout.
Client
A US pharmaceutical company with a pioneering oncology therapy.
Challenge
The client needed a coordinated, pan-European government affairs strategy to support a multi-market oncology launch, balancing a consistent overarching narrative with the need for local market nuance.
Support
Newmarket Strategy ‘orchestra-conducted’ the client's government affairs activity across Europe. We developed the overarching pan-European strategy and narrative, then worked with each in-market team to translate this into a tailored local launch plan, agreeing objectives, key stakeholders, and timelines before overseeing delivery against them. We provided ongoing coordination through a structured governance cadence, and continuously tracked the evolving European policy landscape, flagging emerging issues - including market access developments - and advising the client on how to respond.
Outcome
The client achieved a well-coordinated launch across 5 European markets (4 EU markets plus the UK), with consistent cross-market governance and early visibility of emerging policy and market access risks.
The challenge
Coordinating a Complex, Multi-Market Launch
Launching a pioneering oncology medicine across 4 EU markets and the UK simultaneously required a government affairs approach that could hold a consistent strategic narrative while allowing individual markets the flexibility to respond to their own political and regulatory context.
Our approach
A Pan-European, Locally-Grounded Delivery Model
Newmarket Strategy acted as the ‘conductor’ of the client's pan-European government affairs effort, combining a consistent overarching strategy with hands-on coordination of delivery in each market. We worked closely with the client's central team to define the strategic priorities and messaging for the launch, then partnered with each local market team to build out a bespoke plan reflecting their specific political, regulatory, and stakeholder context. Beyond plan design, we took an active role in overseeing execution - tracking progress against milestones, resolving cross-market dependencies, and ensuring local activity remained aligned to the client's broader European objectives throughout the launch period.
- Developed the overarching pan-European government affairs strategy and narrative underpinning the launch
- Worked with each of the 5 in-market teams to co-develop a bespoke local launch plan, then oversaw delivery against it
- Ran quarterly cross-team meetings for the client to maintain strategic alignment, supplemented by monthly catch-ups with individual markets
- Tracked the evolving European policy and regulatory landscape on an ongoing basis, flagging emerging issues relevant to the launch
- Provided market access advice on issues identified as having a direct bearing on the launch strategy
The outcome
A Coherent European Launch
The programme gave the client a single, coordinated view of government affairs activity across Europe, with local plans delivered to a consistent standard across all 5 markets and emerging issues flagged early enough to inform launch planning.
