If Marketing Shows Up at Launch, It's Already Too Late

Session details:

Too often, products make it to regulatory approval only to struggle with uptake, access, or differentiation once they hit the market. And when that happens, the issue usually isn't execution -it's decisions made years earlier.  This session pulls back the curtain on how early commercial and marketing involvement can fundamentally change a product's trajectory. Through candid conversations with leaders across clinical, regulatory, and commercial teams, we'll explore where marketing insight actually influences success - long before launch plans are finalized.

Attendees will hear real-world examples of how early market insight shaped trial design, evidence strategy, positioning, and access planning - and what happens when it doesn't. The goal isn't theory; it's helping marketers recognize when to lean in earlier, ask better questions, and avoid downstream launch pain that no campaign can fix.

• Learn how early commercial and marketing input can influence trial design, evidence strategy, and positioning long before launch decisions are locked in.
• Discover where launch challenges often originate upstream and how to spot red flags years before approval.
• Understand when "early" really means early by identifying the key moments in development where marketing insight has the greatest impact. Hear real-world examples of how cross-functional alignment between clinical, regulatory, and commercial teams changed a program's market trajectory.
• Walk away with concrete questions marketers can start asking earlier to avoid stalled launches, weak differentiation, and access hurdles later on.