By Ben Harbour, expert-trainer of Omnichannel Launch Excellence for Medical & Marketing
Pharma launches are often won or lost long before approval. Yet most organizations over-focus on the final 12 months. Evidence shows only 47% of companies start digital engagement early, despite clear advantages for those that do.
Why early engagement is essential
Trust is built early 🤝
HCPs expect evidence before promotion. Early KOL engagement and data-driven education secure credibility long before launch.
Awareness takes time ⏳
Disease education, biomarker testing, and infrastructure readiness cannot be rushed. Starting 24–48 months ahead allows enough lead-in.
Competition won’t wait ⚡
The first mover sets the narrative. If competitors shape the discussion early, you risk playing catch-up at launch.
What “early” looks like
Pre-Launch (T-48–24 months):
Collect insights, build the evidence base, establish disease awareness campaigns, and engage advocacy groups.
Peri-Launch (T-24–12 months):
Segment and prioritize customers, co-create educational content, test digital channels, and refine value messaging.
Launch (T-12–0 months):
Execute integrated omnichannel campaigns across personal and non-personal channels, using predictive KPIs to monitor readiness.
How Medical Affairs and Commercial make “early” work
Medical Affairs đź’Š
- Lead with evidence and unmet need education.
- Strengthen credibility through early scientific exchange.
- Ensure cross-functional alignment.
Marketing 📢
- Build anticipation with awareness-first messaging.
- Pilot channels and refine customer journeys early.
- Prepare audiences for adoption at launch.
👉 Launch excellence doesn’t start at launch. It starts years earlier, with Medical and Marketing working hand-in-hand to build awareness, trust, and adoption through early omnichannel engagement.
🎓 If you want to learn about:
- The dos and don’ts of a successful, cross-functionally orchestrated omnichannel launch.
- How Medical Affairs can boost data dissemination by leveraging omnichannel both before and during commercial launch.
- How Commercial can create pragmatic, high-impact omnichannel customer journeys to ensure superior customer engagement and product uptake.
- How to minimise the risk of losing impact when transitioning the omnichannel strategy from HQ to local.
- How to set up and track a highly actionable omnichannel measurement framework.
👉 Attend Ben Harbour’s highly praised 1-day course:
Omnichannel Launch Excellence for Medical & Marketing
With Ben Harbour
