Product Launch Tag

The Medium is the Message: The Value of HCP Social Media

“…the medium is the message. This is merely to say that the personal and social consequences of any medium—that is, of any extension of ourselves—result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology1.”-Marshall McLuhan, Canadian Philosopher...

Tip of the Iceberg

The Tip of the Iceberg Successful For A Product LaunchThe stakes of launch are high—studies show that how successful a brand is at launch almost always determines how it performs over its life cycle. In preparing for launch, most pharma brands spend years developing a go-to-market strategy that includes...

Marketing execution during the prelaunch phase

Pharmaceutical Prelaunch MarketingPreparation is everything. In a previous blog, my colleague pointed out that 50-66% of pharma brand launches fail to meet expectations. Additionally, more than 25% of brand launches fail to reach 50% of external revenue forecasts1. These are major red flags for an industry...

Consider the HCP Journey to Ensure Successful Product Launches

Consider the HCP JourneyLaunching a new product is hard. Remarkably hard, in fact—according to reports by Bain1 and McKinsey2, 50-66% of brand launches do not meet expectations. In addition, the stakes are high and the cost of errors can be devastating. According to Deloitte3, performance during the first 6...

Pharma Product Launch Preparedness

Launch planning must include all major internal key stakeholders—marketing, medical, pricing/reimbursement/access, advocacy, and public relations/media. This comprehensive launch planning also likely involves many supportive agencies, including a peer-to-peer agency for physician-to-physician educational...