That's how batch files work! Sequential execution of commands just like a person would enter one after another, but automated.
So about the only thing I can think of off hand to do is not use a batch file for the program launching, but make or see if exists, a program that will just let you shell and run other programs, then maybe you can run that, and it will shell to run program 1 and then shell to run program 2, and may do it simultaneously?
I just tried shelling to DOS (Haven't said that in almost a decade) and running CMD (command.com?) to see if I can open a shell that way and still get back to the prompt while it runs..no good... I was at c:\mame and I typed:
cmd /C mame pacman
and it ran the game but sat waiting until I quit mame, then it let me issue another command.
So I think you have to find or write a program to launch multiple things.