Is a Key Function to Product Launch Excellence Being Overlooked

By involving medical affairs early in the pre-launch planning process, cross-functional teams can work together to develop a forward-looking strategy for all necessary launch phases and ongoing commercialization efforts related to clinical strategy, product positioning/ differentiation, and stakeholder engagement. Because of its focus area and responsibility, the medical affairs function is uniquely positioned to help set the strategic commercialization plan early in a product’s life cycle, assess current and future market and competitive landscapes, and establish strong product narratives. Leveraging medical affairs as a key business partner can help propel the entire cross-functional team toward success.

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By Michaela Scheiner and Elnaz Moghareh, Guidehouse