Maintaining focus to prosper in a complex and rapidly evolving launch arena

Launching a product is always an intense, pivotal moment, but in a fast moving era of scientific advances and regulatory change, it has become an even more critical enterprise.

Strategic templates may provide a solid foundation, but they need extra layers of collaboration, communication, and flexibility to avoid the lacklustre results that have blighted many recent launches.

Many new products are entering busy or crowded therapeutic areas, so the ability to accentuate positive attributes with consistent messaging is an essential that can help shape perceptions and market performance.

A panel of experts, including from IPG Health, have shared their sector experience and wisdom in a new 60 Seconds white paper, ‘Moments of Truth: Launch’, to highlight the need to create and champion an organisational culture that underwrites a new product’s potential.

They highlight how culture, communication, and clarity are now enshrined as success factors that sit alongside the science, patient engagement, and market awareness. They also help build a clear brand identity and purpose that can survive in the time-limited, multi-channel healthcare environments of the patient and HCP journey.

The white paper, sponsored by 60 Seconds, emphasises the view that each launch has to be hyper-relevant to customers, based on a deep understanding of their needs, and must connect with them via clear communication that is consistent across all touchpoints.

About 60 Seconds

60 Seconds is a remote coaching app designed to help users communicate with greater clarity through practice, coaching and measurement. It was built by a coach for coaches to deliver measurable learning momentum. For more information visit: 60seconds.com