Pre-Commercial Launch Checklist: Building for Promotional Content Infographic

In the highly competitive medtech market, new entrants must launch with impact to break in. This requires a content infrastructure that gets messages to market with speed and compliance.

Here are five key considerations from industry leaders in emerging medtech to prepare for launch:

Do you have the right content?

Pre-launch content strategy is key. Ensure you have identified your core product messaging and the assets needed to support efficient content creation. Teams need the right mix of launch content to support in-person and online interactions for HCPs, patients, and market access. That includes critical launch assets such as websites, email templates, and detail aids, along with a clear plan for how different types of content will be published. Planning this work early helps align content with the broader business strategy and prepare the right materials for each audience and channel.

Are you set up for efficient content creation and reviews?

A smooth launch depends on the right process, systems, and people. Clear review processes and SOPs help teams move content efficiently from creation through approval and distribution. The right systems support launch with product and indication setup, clear metadata, and automated workflows to reduce manual coordination and streamline MLR review. Identifying the right team early, from coordinators to reviewers, helps keep content moving.

Are your claims and references in order?

Claims and supporting references are a key communications asset in both HCP and patient marketing. Claims that are not clearly defined or thoroughly reviewed can slow your marketing launch. For new products and first-time launches, claims and supporting references can move through review alongside materials as content is developed. When managed digitally, claims can be linked to content earlier to support substantiation, manage last-minute label updates, and streamline review and approval.

Is your content easy to access?

Everyone in your company needs easy and quick access to the current versions of your promotional materials. Often, sales reps, distributors, and others selling new medical products find themselves on outdated files from email or spend time searching shared systems. A lightweight sales enablement tool or a CRM system that is pre-integrated with your content approval system ensures your teams can access the right content at the right time.

Are you ready to measure your effectiveness?

Tracking how messages, channels, and content perform across audiences is key to improving launch impact. Metrics such as opens, clicks, and call-to-action engagement can help assess email and digital content effectiveness. These insights
help teams reuse high-performing content, improve what is not resonating, and refine strategy after launch.

Launch day is an important milestone, but it is only the beginning of the next stage of your content strategy.

Use digital tracking tools and stakeholder feedback to understand how your content is performing and where it can improve over time. As the industry shifts towards more personalized and data-informed engagement, this approach helps set the foundation to follow that trend.