AGENCY

Services › Product Launch Excellence

73% of healthcare launches miss forecast. Yours doesn't have to.

The science worked. The clinical evidence is compelling. Regulatory approval is in hand. Then nothing happens. Reps drive hundreds of miles for twelve-minute meetings with clinicians who have never heard of them. Marketing produces content nobody reads. Events generate badge scans that sit in drawers. Six months pass. The revenue curve is flat. What went wrong is that nobody built demand.

Book a Triage CallTake the Launch Readiness Assessment
Arthrosamid by Contura — product launch campaign creative

The Product Launch Problem · 60s

47 product launches · 5 continents · 20 years in healthcare · 18% to 31% conversion improvement · Salesperson of the Year · Marketeer of the Year

Does this sound familiar?

The Flat Revenue Curve

You launched six months ago. The product works. The clinical evidence is strong. But the revenue curve isn't bending. Your reps are busy — meetings, demos, follow-ups — but the pipeline isn't growing proportionally. Activity is high. Traction is low.

The Twelve-Minute Window

Your reps get twelve minutes. If they're lucky. In that time, they need to establish credibility, explain the product, differentiate from incumbents, and secure a next step. Most are still leading with features. The meeting ends before the value proposition lands.

The Distributor Problem

You've appointed a distributor in three markets. They have the relationships. What they don't have is your messaging, your evidence narrative, or your sense of urgency. They're selling whichever product is easiest to close. Yours isn't it.

The CFO Question

The board wants to know what the launch spend delivered. Marketing can't answer with pipeline numbers. Sales says they need more time. The CFO suspects the problem is structural, not temporal. The CFO is right.

You built a product. You didn't build demand for it.

The infrastructure that used to compensate for weak demand generation has collapsed. Pre-COVID, a competent rep with a good product could build a territory through persistence and access. Post-COVID, access is permanently constrained.

Access to clinicians has fallen from 80% to 24%. Committee-based purchasing has replaced individual decision-making. The average supplier meeting is twelve minutes. HCPs have 24 minutes per week for all supplier interactions combined. 83% prefer digital channels for initial product information.

Most companies respond by hiring more reps, attending more congresses, and producing more brochures. The activity metrics improve. The results don't. Because the constraint isn't effort. It's that nobody knows who you are or why they should care.

Every month of delay compounds. It erodes the investment case. It shortens the runway. It hands competitors time to establish positions that become exponentially more expensive to displace.

The revenue curve doesn't bend slowly. It breaks.

Empower. Evolve. Equip. A demand generation system built for healthcare.

Three phases. The sequence matters. Empower before Evolve. Evolve before Equip. Each phase creates the foundation for the next.

01

Empower your sales team

Your reps don't need more product training. They need tools that survive first contact with a procurement committee. We build messaging architecture, sales playbooks, objection handling frameworks, and the Five Ps of sales enablement — everything your team needs to convert the twelve-minute window into a next step. What gets used, not what gets filed.

02

Evolve your digital presence

76% of younger clinicians are on LinkedIn. 83% prefer digital channels for initial product information. Your digital presence needs to generate demand while your reps are asleep. We build content strategy, digital campaigns, and search presence that means clinicians have already heard of you before the first meeting.

03

Equip your advocates

Your best salespeople aren't the ones you pay. They're clinicians who already use your product, talking to colleagues in rooms you'll never be invited to. We design advocate programmes that systematise peer-to-peer influence — giving your champions the tools, evidence, and motivation to have those conversations on your behalf.

What you walk away with.

Messaging Architecture

Your product story in 30-second, 2-minute, and 5-minute versions. Built from customer research, not internal assumptions. Tested before your reps use it.

Sales Playbook & Five Ps Toolkit

The complete sales enablement package: pitch deck, leave-behinds, proposals, email sequences, competitive positioning. What your team says, how they say it, what they leave behind.

Objection Handling Framework

Every objection mapped. Every response built on evidence. Procurement committee language, clinical scepticism, budget concerns — all addressed before your reps encounter them.

Digital Audit & Content Strategy

Where you're visible, where you're not, and what to do about it. Content strategy that generates demand through channels clinicians actually use.

Advocate Programme Design

Identify, recruit, and equip your clinical champions. Peer-to-peer influence, systematised. The conversations that happen when you're not in the room.

Launch Timeline & Revenue Model

90-day, 180-day, and 360-day milestones. Revenue forecast model. The numbers your board needs — delivered before they ask.

Real launches. Real numbers.

Growing Companies

Medical Device Company, UK

Problem

12-rep sales team. Inconsistent conversion. Best rep hitting target, others struggling. No standardised messaging. Each rep telling a different product story.

What we did

Full 3 E's programme. Messaging architecture from customer research. Sales playbook with Five Ps toolkit. Digital content strategy. Advocate programme with 8 key clinicians.

Result

Conversion improved from 18% to 31%. Sales cycle shortened by 3 weeks. 47% increase in qualified enquiries within first MLR cycle.

Growing Companies

Healthcare Data Platform, UK Market Entry

Problem

Complex product entering UK for the first time. No local presence. No reference sites. Needed partnerships with major NHS trusts to establish credibility.

What we did

Market positioning. Messaging architecture for UK buyers. Sales enablement for local team. Stakeholder mapping across NHS trusts. Digital presence build.

Result

Partnerships with King's College, St. George's, Nottingham, and Plymouth NHS Trusts. Local credibility established within 6 months. Sustainable pipeline from digital channels.

Enterprise

Medical Device, European Expansion

Problem

Successful UK product entering Germany, France, and Benelux. Different buying cultures, different regulatory environments. Distributor partners appointed but underperforming.

What we did

Market diagnostic per country. Localised messaging. Distributor enablement with Five Ps toolkit. Claims frameworks for each regulatory environment. Launch event strategy per market.

Result

First customers in all three markets within 9 months. Distributor onboarding reduced from 6 months to 8 weeks. Clear attribution from marketing to pipeline across all markets.

Every month of delay is a month your competitors are building the positions you'll have to displace.

A sales hire costs £80-150K fully loaded. A failed launch burns £500K-£2M before anyone admits it isn't working. A distributor who can't sell your product costs 12-18 months of lost market access.

Most failed launches don't fail because the product doesn't work. They fail because the company secured regulatory clearance, hired a sales team, and assumed the market would respond. It did not.

The demand generation system costs a fraction of what you're spending on sales infrastructure. It's the difference between a sales team that creates demand one conversation at a time and a system that builds demand at scale so your reps walk into meetings that are already warm.

Not all launches are the same

Six situations. The methodology adapts. The rigour doesn't.

New Product Introduction

First launch into any market. Everything built from scratch — messaging, sales tools, evidence narrative, KOL relationships. No reference sites, no installed base, no word-of-mouth. The full 3 E's from zero.

New Continent Entry

Taking a proven product to a new continent. Regulatory is the primary gate. Reimbursement structures differ fundamentally. Cultural intelligence determines whether messaging lands or falls flat. Distribution model selection has long-term consequences.

New Country Entry

Already present in one country, expanding to another in the same region. Regulatory is typically lighter. The challenge shifts to local credibility — clinicians want to see local adoption, not just data from another country.

New Territory Expansion

A new rep, a new region, an empty pipeline. This is where the demand problem is most visible. The rep has a territory but no awareness, no relationships, and no local credibility. Results visible within 90 days.

Distribution Partner Activation

Your distributor has the relationships. What they don't have is your messaging, your urgency, or your evidence narrative. Without equipping, they'll sell whichever product is easiest to close. Yours won't be it.

Brand Relaunch

New evidence, new indications, refreshed positioning. The product exists but perceptions are established. Sales teams resist new messaging for products they think they already know. Internal change management is half the challenge.

Questions we hear in every triage call.

We already have a marketing agency.

Do they understand healthcare regulation? Can they build a sales playbook a rep will actually use? Can they tell you which of your reps' objections come from the product and which come from the messaging? We work alongside agencies or replace them. Either way, the question is whether your current approach is generating demand or generating activity.

Our reps know the product. They just need more time.

If your best rep hits target and the others don't, the problem isn't time. It's that one person has figured out the messaging and the others haven't. We systematise what your best rep does intuitively so the whole team can do it consistently.

We've done a launch before. We know what we're doing.

Was it before 2020? The commercial infrastructure has fundamentally changed. Access has collapsed. Committee purchasing has replaced individual decisions. Digital is mandatory. The playbook that worked five years ago doesn't work now.

Can you work with our existing distributors?

That's often exactly the point. Your distributors have the relationships. What they lack is the tools, messaging, and evidence narrative to sell your product as well as you would. We equip them. It's one of the highest-ROI engagements we run.

How long before we see results?

Depends on the launch type. Territory expansion and distributor activation show pipeline impact within 90 days. New product introductions take 6 to 12 months. We set 90-day, 180-day, and 360-day milestones before work begins so you know exactly what to measure and when.

£25K for a launch programme seems a lot.

Compare it to the cost of a failed launch: 12-18 months of sales team salary, congress spend, marketing materials, and distributor management — all delivering a flat revenue curve. One client improved conversion from 18% to 31% in six months. The programme paid for itself in the first quarter.

Who delivers

Commercial Strategy & Launch Lead

Michael Colling-Tuck

20 years in healthcare. 47 product launches across five continents. Built the 3 E's framework and Five Ps of sales enablement. The unusual path — law degree, clinical support, frontline sales, product management, marketing leadership — gave him the end-to-end view most people in healthcare never get.

Creative Director

Adrian Di Mambro

30 years bringing brand stories to life. Consumer background (Sky, LG, Smeg), then healthcare. Master of Compliant Creativity. The SAFE methodology ensures every piece of launch collateral is bold enough to be noticed and compliant enough to be approved.

Commercial Modelling

Jason Quelch

ACCA-qualified. Builds the revenue forecast models, pricing strategies, and attribution frameworks that connect launch spend to pipeline. The numbers your board needs before and after launch.

Regulatory Strategy

Andrew

Regulatory pathway mapping, claims matrix development, and compliance frameworks across markets. Ensures commercial messaging and sales tools are built on claims you can defend.

Launch Event Strategy

Charlie Litchfield

20 years in healthcare events. Beyond the Badge Scan methodology. Designs launch events around pipeline generation, not visibility. VIP campaigns, surgeon dinners, and congress strategy that converts.

You might also need

New Market Entry

Taking a proven product to a new geography. The full market entry framework: diagnostic, local messaging, first adopter strategy, distributor enablement.

Learn more →

Congress Strategy

If your launch relies on a major congress. Beyond the Badge Scan ensures your event investment generates pipeline, not just presence.

Learn more →

Launch Readiness Assessment

Not sure where to start? Score your launch readiness across five dimensions. Free. Takes 15 minutes. Tells you exactly where the gaps are.

Learn more →

Ready to talk?

30-minute triage call. No fee. No pitch. Bring your situation — we’ll tell you honestly whether we can help.

Book a Triage CallRead the Book

Healthcare innovations deserve recognition. We help them get it.