Build Designing Launch Strategies Around Customer Moments That Matter around real needs
Most healthcare marketers still treat launch planning like a checklist: materials, messaging, channels… done.But real launch success doesn’t come from producing more assets. It comes from aligning sales and marketing around the critical decision points that shape customer behavior. When these “moments that matter” are overlooked, even the most polished materials fall flat — and sales teams end up out of sync with what customers actually need.Recently, we partnered with a client preparing for a major product launch. Instead of defaulting to push-based engagement, we reframed the entire approach with one design-thinking question:“What if we built our go-to-market around the moments when customers actually need us?”To answer it, we used a sprint-based model that accelerated alignment — and replaced assumptions with insight.
We conducted deep-dive interviews with HCPs, advisors, and patients to understand their real-world experience. Synthesizing these insights into empathy maps revealed where traditional engagement was missing the mark and where the brand had untapped opportunities to support decision-making.
In an interactive workshop, we co-created customer journey maps and surfaced the “moments that matter” most. Teams then ideated pull-based engagement concepts, prioritized them by impact vs. effort, and defined pilot hypotheses with clear success metrics.
We translated ideas into action — building a pilot roadmap with defined owners, timelines, and measurement plans. The final output: a leadership-ready playbook that can be scaled and adapted across markets.
Most launch plans don’t fail from lack of effort — they fail from misalignment. Design thinking forces organizations to challenge assumptions, validate quickly, and build around real-world customer needs instead of internal preferences or what looks good on a slide.When teams rally around the “moments that matter,” marketing becomes more relevant, sales becomes more confident, and launches become far more impactful.
