Shortly before a market launch, medical affairs run at full speed and often reach their limits. How can processes be structured, content prepared and networks activated in this critical phase? Nike Dunkel-Klauck, Head of Medical Affairs at Medperion Communication, shares five concrete approaches from practice.
Security of action during pre-launch: How medical affairs remains stable under pressure.
New indications and shorter time-to-market cycles are increasingly challenging medical affairs. Prioritize studies, develop narratives, involve stakeholders — often under considerable time pressure. If clear structures, processes or responsibilities are missing, there is a risk of disorganization instead of efficiency. But with a structured pre-launch approach, stability can be created — comparable to a medical rescue chain that provides guidance in an emergency.
Avoid a cold start: understand the environment, build relationships.
Before working on the content, there is the question: Where is the product — scientifically, communicatively, strategically? A structured environmental analysis provides the basis for this, including literature and study monitoring, conference monitoring and the targeted development of a relevant network. Particularly helpful: systematic network analyses that identify relevant opinion leaders at an early stage — even away from traditional channels. CME offers, podcasts or social media offer new opportunities to reach target groups scientifically.
Create structure: Establish narratives and processes.
If the environment and needs are clear, a stable content backbone is needed. The scientific narrative combines data, medical need and strategic objectives. It serves as a central reference for all other communication measures — from Advisory Boards to eLearning. Just as important: coordinated approval processes and central project management that coordinates interfaces, documents progress and keeps an eye on KPIs. External support with claim formulation or review processes can be particularly useful when internal resources are scarce.
Relevant content: Develop targeted formats.
Relevance comes not only from content, but also from the correct preparation. Slide decks, posters, or CMEs are often just the beginning — supplemented by videos, podcasts, or animated tools. The right fit for the target group is crucial: professionally sound, understandable and accessible at the same time. The early integration of media relations (e.g. infographics or specialist interviews) can also help to position the medical need even before marketing becomes active.
Enabling exchange: Events as a touchstone.
Advisory boards, symposia or virtual training courses create important interfaces between product, target group and communication. They are used for content validation and network maintenance and relieve teams when conception, moderation or documentation are professionally supported.
Ensuring availability: Responsiveness is mandatory.
In sensitive phases, doctors and patients expect quick, competent answers. Whether for inquiries about side effects or medical assessments — the necessary infrastructure (e.g. hotlines, chatbots or AI-based tools) should be established in good time.
Conclusion: Stability through structure.
A successful prelaunch is not a sprint. What counts are: a thorough analysis of the environment, a solid content foundation and consistent, targeted communication. Anyone who establishes structures at an early stage can not only react confidently in an emergency, but also use the phase before the market launch in a targeted manner for positioning. vestreams that pay off! Deutsches Ärzteblatt. Our experts + our setting. Deutsches Ärzteblatt. Our reach = the expert forum on aerzteblatt.de. Would you like to share your expertise? Let's talk. Langevi. Looking for.
About the author. Nike Dunkel-Klauck is Head of Medical Affairs at Medperion Communication. The agency supports medical teams with pre-launch challenges — with an integrated view of processes, content and stakeholders. Anyone who wants to structure and effectively set up their prelaunch communication benefits from the experience gained from numerous launch scenarios.
