Product Launch Execution
Driving Early Adoption and Momentum
We supported a client preparing to launch a new product in a competitive market. Our role included defining go-to-market strategy, optimizing messaging, and identifying key distribution channels.
The result was a structured launch that generated early traction, accelerated adoption, and positioned the product for long-term growth.
Project conducted by: Randy
Client: A Fortune 50 multinational pharmaceutical company
Objective: Broadening the use of a point-of-care test – from emergency use authorization (EUA) to an in vitro diagnostic, submitting a 510K; the context was differentiating two communicable respiratory infections.
Randy performed economic and clinical outcome analyses on the client’s data, and created value messaging for the three key stakeholders necessary for broad adoption– patients, healthcare providers, and payers. These analyses informed a nationwide product launch campaign.
Other Deliverables:
- HEOR-based pricing model
- Marketing collateral and storyboards
- Real-world evidence report
Outcome: Client proceeded in the advised direction and is on path to secure broad distribution and market acceptance (including coverage by commercial payers).