If Marketing Shows Up at Launch, It’s Already Too Late

Session details:

Too often, products make it to regulatory approval only to struggle with uptake, access, or differentiation once they hit the market. And when that happens, the issue usually isn’t execution—it’s decisions made years earlier. 
This session pulls back the curtain on how early commercial and marketing involvement can fundamentally change a product’s trajectory. Through candid conversations with leaders across clinical, regulatory, and commercial teams, we’ll explore where marketing insight actually influences success—long before launch plans are finalized. 
Attendees will hear real-world examples of how early market insight shaped trial design, evidence strategy, positioning, and access planning—and what happens when it doesn’t. The goal isn’t theory; it’s helping marketers recognize when to lean in earlier, ask better questions, and avoid downstream launch pain that no campaign can fix. 

• Learn how early commercial and marketing input can influence trial design, evidence strategy, and positioning long before launch decisions are locked in.
• Discover where launch challenges often originate upstream—and how to spot red flags years before approval.
• Understand when “early” really means early by identifying the key moments in development where marketing insight has the greatest impact.
• Hear real-world examples of how cross-functional alignment between clinical, regulatory, and commercial teams changed a program’s market trajectory.
• Walk away with concrete questions marketers can start asking earlier to avoid stalled launches, weak differentiation, and access hurdles later on.