Preparing for launch in today’s market means navigating more complex, competitive conditions. The rise of specialty medicines calls for sharper focus, faster execution and tighter alignment across commercial and medical teams.

Across Europe and beyond, biopharmas are dealing with increasing pricing pressures, stricter regulatory timelines and a crowded market landscape. Standing out requires more than just having a strong product, it demands strategic clarity and operational agility.

With early planning and the right digital tools, companies can set the foundation for a successful launch and reach patients faster. A four-step framework can help guide the way.

The launchpad is the foundation of a successful product launch, bringing together planning, insights and cross-functional coordination.

Biopharmas can start by creating an integrated planning framework that aligns sales, marketing and medical functions. A shared roadmap helps teams prioritise actions, track progress and respond quickly as new information emerges.

This level of alignment is particularly important in specialty launches, where the margin for error is smaller and timelines are tighter. A well-built launchpad ensures that scientific messaging, engagement strategies and stakeholder education are working in unison from day one.

The next step is to capture and integrate the right data, drawing from patients, prescribers and market sources to create a centralised view. With clear KPIs and critical paths, teams have the visibility needed to guide timely, confident decisions.

Establishing a single source of truth through unified data also enables scenario planning and better risk management. For example, if uptake in one geography is slower than expected, teams can quickly evaluate performance, adjust messaging or redeploy resources, all while keeping stakeholders informed and aligned.

Digital dashboards, visual planning tools and role-specific insights give each function the right level of detail to act effectively. This foundation not only supports better launch outcomes but helps create habits and infrastructure that scale to future assets.

Effective market preparation starts well before launch. Building awareness and trust with the scientific community helps create the conditions for a successful launch. Medical teams play a leading role here. By connecting with scientific experts, advocacy groups and HCPs, they gain valuable insights into the treatment landscape and patient needs. These conversations help shape how the product is positioned and where support is needed most.

Equally important is ensuring alignment between global and local teams. Pre-launch efforts often begin at a global level, but successful implementation depends on tailoring strategy for individual markets. Local field medical teams and affiliates can provide critical context on practice patterns, access barriers and stakeholder expectations.

One area that has shown measurable impact is pre-launch education. Veeva Pulse data shows that disease state education by medical science liaisons (MSLs) with key opinion leaders (KOLs) before launch leads to 1.5 times greater treatment adoption. This underscores the value of early, peer-to-peer scientific exchange in supporting more informed, confident prescribing once the product becomes available.

These peer exchanges are especially powerful when they’re ongoing, rather than one-off. Continuous engagement builds credibility, so when it’s time to introduce clinical data, it is trusted within the context of the relationship. MSLs are uniquely positioned to maintain these dialogues because they operate independently of sales incentives and are often seen as objective, scientific peers.

Also critical is gathering feedback from HCPs through advisory boards, quick digital surveys and direct conversations. These interactions help refine clinical content and identify any barriers to adoption. This feedback loop also allows teams to fine-tune messaging and address potential misconceptions early. For example, if providers express uncertainty around how a new therapy fits into current treatment guidelines, that insight can inform updated education materials, training sessions or even trial design in earlier development stages.

Content development is another key area. Centralising content management and review helps teams collaborate and stay aligned across markets. A modular content approach enables faster localisation, helping affiliates tailor materials while staying on message.

When the market is well prepared, customers are informed, engaged and ready to act when the product becomes available. By taking the time to lay this groundwork, companies not only improve initial uptake, they also create the conditions for sustained adoption and long-term brand trust.

In the final stretch before launch, field teams build on the strategic conversations with
HCPs and payers that lay the groundwork for product adoption.

Shared account plans help teams track engagement, align around shared goals and adapt quickly to feedback. They also support meaningful discussions around value, access and outcomes, especially as models shift towards risk-sharing and value-based care.

In many cases, demonstrating value goes beyond efficacy, it includes real-world outcomes, patient-reported data, ease of administration and alignment with evolving health system priorities. Field teams that are equipped with tailored value messaging and the tools to deliver it effectively can make a major difference at launch.

Doctors are more receptive to digital touchpoints than ever before. Across Europe, for example, 42% of accessible HCPs are open to a mix of in-person and video engagement. And two-way engagement is gaining ground. Compliant chat channels now make it easier for HCPs to reach out, request information and access materials on demand, helping ensure timely decisions and better patient care.

This hybrid engagement model allows for more flexibility and responsiveness. Rather than waiting for the next visit, HCPs can get quick clarifications or data summaries when it matters most, while field reps can stay informed on evolving needs and adjust strategy accordingly.

Modular content can highlight clinical value, support key messages and be adapted easily across markets and channels. This content agility is especially important in the final stages before launch, when new data may be published or regulatory guidance shifts. A modular approach means teams don’t have to start from scratch; updating and republishing materials can be done quickly and efficiently.

Once marketing authorisation is achieved, the final step is bringing everything together
for a coordinated, efficient go-to-market push. When digital and in-person efforts are well integrated and coordinated across teams, customers have a consistent, high-quality experience in every touchpoint.

Marketing automation helps teams scale outreach and tailor messages based on HCP preferences and behaviour. AI agents embedded into CRM can support engagement planning, define next-best actions, highlight trends and identify risks, allowing teams to act quickly with confidence.

AI offers another key advantage: real-time learning. As HCPs engage with specific content, respond to messages or raise new questions, AI tools can identify emerging patterns to help teams prioritise follow-ups, adjust messaging or surface new insights for strategic planning.

With the right tools in place, commercial and medical teams can stay focused on what matters most: meaningful engagement, timely communication and continued learning.
Coordination at this stage is critical. Regular cross-functional stand-ups, shared dashboards and real-time reporting help ensure that teams remain aligned as the launch unfolds, able to adapt on the fly while staying true to overall strategy.

Launching a first product, especially in the specialty space, brings complexity, but also opportunity. It’s a chance to build a more focused, collaborative approach from the start, one that’s closely aligned with the needs of patients and providers.

For many emerging biotechs, this launch moment sets the tone for future growth. Getting it right means not only delivering results for a single product, it also builds trust with stakeholders, creates repeatable capabilities and lays the foundation for a scalable commercial model.

By planning early, using real-time insights and driving coordinated execution, pre-commercial teams can set themselves up for a stronger first launch and build capabilities that scale for the future.

While every launch is different, the underlying principles – clarity of vision, collaboration across functions and agility through data – are universally valuable. These principles help teams stay grounded amid complexity and focused on what ultimately matters: improving patient outcomes.

This four-step framework offers a practical, repeatable model to guide launch success. By investing in the right strategies and tools ahead of launch, biopharmas can bring life-changing treatments to patients more quickly and with greater impact.

Aaron Bean is vice president, Commercial Business Consulting, Europe and Asia at Veeva Systems