March 17, 2025 – 5 min read
In life sciences, a product launch is a high-stakes endeavor—years of research, development, and investment come down to one thing–execution. Yet, nearly 40% of new prescription medications launched worldwide between 2009 and 2017 failed to meet their two-year sales forecasts. A primary culprit? Readiness gaps.
Readiness gaps appear in many forms, including:
Without addressing these gaps, even the most innovative therapies risk underperformance, market delays, or missed opportunities. But the good news? These challenges are avoidable.
A successful launch doesn’t happen by accident—it’s the result of proactive planning and strategic execution. Here’s how to ensure your team is truly ready:
Most companies believe they are prepared until they face real-world execution. A structured assessment helps you identify readiness gaps before they become systemic roadblocks. These include:
Simulate launch scenarios before go-live. Mock launches and role-playing exercises can reveal execution weak spots that would otherwise go unnoticed.
Even the best workshops and learning sessions will lose impact if not reinforced. A sustainment plan that embeds the critical behaviors for launch success and augments coaching helps teams maintain consistency and adapt as market conditions evolve.
High-performing organizations implement:
Sustained coaching ensures that what’s learned in training is applied in the field. According to an article by LTEN.org, organizations with strong coaching cultures see 1.5 to 2.1 times greater impact on sales performance compared to those that rely on training alone.
Your product launch is too important to leave to chance. Closing readiness gaps ensures your teams are equipped to execute with confidence, making the difference between a launch that struggles and one that thrives.
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