The final 12 months leading up to a launch are intense and demanding. With multiple workstreams, changing market dynamics, and fast-moving priorities, there’s no room for guesswork.
Here’s how to stay sharp and set your launch up for success:
1. Build a Campaign that Drives Action
A successful campaign hinges on resonant messaging, and that begins internally. Collaboration with commercial and medical teams is crucial to develop and evaluate your positioning and messaging alongside key stakeholders. The objective is to ensure these elements are credible and aspirational, sparking interest and prompting action.
We refine and optimize your communications strategy utilizing applied predictive analytics and AI to pivot effortlessly in response to market dynamics. This approach limits redundancy and investment waste, ensuring your brand speaks with clarity, purpose, and competitive edge.
2. Navigate Real-World Complexities
Launches happen in the real world, and thus, they come with challenges and unpredictable changes. Understanding customer needs, identifying key targets, recognizing behavioral shifts, and assessing the market environment six months ahead of launch are essential steps.
We developed a unique approach that makes sure your team knows where to place their efforts by combining strategic frameworks with comprehensive market research to provide a detailed risk-opportunity matrix highlighting risks to mitigate and opportunities to increase adoption, eliminate barriers, and ensure a smooth launch.
3. Align Global Strategy to Local Execution
A global strategy’s effectiveness is contingent on the alignment and empowerment of local teams.
We effectively bridge this gap through our Customer Truth workshops and situational analysis programs. We collaborate with therapy experts and consolidate insights with innovative, actionable deliverables to engage and support teams in uniting behind your brand’s vision. The outcome: a strategy tailored for global relevance and optimized for market access.
4. Focus on Behavioral Change
To create the optimal environment for your brand’s success, it’s vital to unify around a transformative behavioral strategy.
Our behavior change team employs proven frameworks and models to clarify key behavioral modifications. Our experts support your project throughout, revealing why customers behave the way they do, bringing new clarity and actionability to your findings, and guiding the use of behavioral tools to uncover opportunities that empower you to reshape customer behaviors. By integrating qualitative and quantitative research, we deliver insights with purpose and focus before launch, strengthening your overall strategic approach.
5. Benchmark Time-Specific KPIs
Measuring the right metric at precise intervals is critical:
- Pre-launch: focus on brand awareness, trial data, understanding competitive positioning, and behavior change strategies.
- Post-launch: evaluate real-world adoption, drivers and barriers, and target patient engagement and trials.
Define and track KPIs that align with each launch phase, and empower your team to gather insights that drive success rather than just reporting metrics.
Launching successfully in a complex and saturated market requires more than just a great product; it demands a coordinated, insight-driven approach that begins well before launch day. These five essentials provide a map to navigate the final 12 months with precision. When messaging resonates, teams are aligned, insights are actionable, and progress is measured at the right moments, your launch is positioned not just to go live, but to lead. With the right preparation, your team can move with clarity, confidence, and purpose, turning these final months into a foundation for long-term success.
And if you’d like a partner to help you prepare, Beyond Blue is here to guide you, with insights grounded in reality and delivered in strategy.