New Product Launch Excellence Strategy

The Situation: A pharmaceutical company was six months from the commercial launch of a new product. The clinical data was strong. The Medical Affairs plan consisted of a KOL list, a slide deck, and a launch symposium. There was no scientific narrative, no evidence communication strategy, and no structured plan for translating clinical data into prescriber confidence before launch day.

The Gabriel & Co Approach: A pre-launch Scientific Positioning engagement built the product’s scientific narrative from the clinical dataset up, identifying the key clinical questions the target prescriber audience needed answered and designing the evidence communication plan to answer them before launch. A KOL engagement strategy was built around genuine scientific dialogue, not ceremonial advisory boards. The Medical Affairs team received a launch playbook built for execution, not presentation.

The Outcome: At launch, the Medical Affairs team had a scientific story, a stakeholder map, and an evidence communication plan, not just a slide deck. Early prescriber conversations started from familiarity with the data rather than introduction to it. The product launched with clinical credibility already established, not still being built.

Launch day is too late to build your scientific story. We build it before you get there.

*Representative scenario – illustrative, not a client case study