Go-To-Market (Launch → Nurture)
Outcome:
- Faster, de-risked launches and guideline-aligned adoption. I build the stage-of-illness GTM plan, HCP segmentation, Claims/Evidence matrix (MLR-ready), access toolkit, and channel/budget playbooks—then run a cadence that turns launches into measurable nurture across HCP and Patient.
Who this helps
- (at a glance)
- Brand & Commercial Leads / Launch Excellence — clear GTM, fewer redlines, faster lift-off.
- Medical/MLR/Legal/Privacy — claims libraries, reviewer packets, audit trails.
- Regional Marketing & COEs — localization kits and comparable roll-ups.
- Market Access & POC — pull-through playbooks (RTBC/ePA/EHR) with PHI boundaries.
- Field/Sales Ops (Veeva/SFDC) — rep-ready assets, NBA rules, and territory triggers.
- Align business objectives to creative and marketing campaigns
What you get
- (ready to use)
- Stage-of-Illness GTM Plan — audience ladders for HCP & Patient; unbranded ↔ branded boundaries.
- HCP Segmentation & Targeting — specialty/decile/whitespace tiers; KOL & congress map; territory overlays.
- Claims/Evidence Matrix (MLR-ready) — approved claims, qualifiers/timepoints, citations, fair-balance patterns.
- Access & POC Toolkit — RTBC/ePA/EHR messaging rules, eligibility tools, clinic materials (where allowed).
- Channel & Budget Playbooks — HCP endemic (Doximity/Medscape), LinkedIn, search, programmatic/CTV; Meta & YT for patient education; frequency & eligibility rules.
- Launch Dashboard & Weekly Decision One-Pager — pacing, outcomes, “scale/pause/reallocate” guidance.
- Localization Guides — market toggles for legal language, claim tiers, and format constraints.
- Reviewer Packet Templates — annotated comps, claims cross-refs, PI version/date, change logs.
Nurture engine
HCP
Evidence updates → case pearls → post-congress recaps; Salesforce/Veeva-triggered journeys; suppression windows.
Patient
Education → initiation tools → adherence nudges; clinic/retail tie-ins where allowed.
Optimization
Rotate claim/creative sets; adjust budget by region/segment from outcomes reads
Problems solved
- Fragmented pre-launch planning
- MLR loops on first assets
- Paid spend without pull-through
- Regional inconsistency
- Slow decision cycles
- Disconnected field & media touchpoints
FAQs
Is this only strategy?
No—strategy plus build, activation, and the weekly cadence to keep it performing.
How do you handle compliance?
OPDP/APLB patterns, reviewer packets, consent/PV routes; every claim mapped to evidence.
How does field fit in?
Salesforce/Veeva triggers, NBA rules, and closed-loop signals flow into the Weekly One-Pager.