Launch Strategy: Not One Size Fits All
By Meg Overstake - January 26, 2026
Launch Strategy: Not One Size Fits All
Every launch is different- but too often, launch strategies aren’t.
Organizations reuse templates, timelines, and playbooks without fully accounting for product complexity, customer behavior, competitive pressure, or channel dynamics. Decisions about when to pivot, modify the plan, or change course are often left as an afterthought. The result is a launch that looks good on paper but struggles in execution.
For teams new to medical device launches, the experience can feel like building the plane while flying it- a risk that underscores the value of seasoned industry expertise. Without a strategy grounded in real-world conditions, teams are forced into reactive decision-making instead of intentional execution. Experience turns reaction into intention.
An effective launch strategy is built around context. It considers who the customer truly is, how decisions are made, what problem is being solved, and how the product fits into existing clinical workflows. It also anticipates friction points and defines where flexibility is required-not after launch, but before it.
When launch strategy reflects the realities of the market and the selling environment, teams execute with clarity and confidence. When it doesn’t, even strong products fail to reach their potential. Launch excellence comes from intentional design- not repetition.
Right people. Right plan. Readiness to pivot.
Let’s discuss opportunities to support your commercial strategy!
Go Back Every launch is different- but too often, launch strategies aren’t.
Organizations reuse templates, timelines, and playbooks without fully accounting for product complexity, customer behavior, competitive pressure, or channel dynamics. Decisions about when to pivot, modify the plan, or change course are often left as an afterthought. The result is a launch that looks good on paper but struggles in execution.
For teams new to medical device launches, the experience can feel like building the plane while flying it- a risk that underscores the value of seasoned industry expertise. Without a strategy grounded in real-world conditions, teams are forced into reactive decision-making instead of intentional execution. Experience turns reaction into intention.
An effective launch strategy is built around context. It considers who the customer truly is, how decisions are made, what problem is being solved, and how the product fits into existing clinical workflows. It also anticipates friction points and defines where flexibility is required-not after launch, but before it.
When launch strategy reflects the realities of the market and the selling environment, teams execute with clarity and confidence. When it doesn’t, even strong products fail to reach their potential. Launch excellence comes from intentional design- not repetition.
Right people. Right plan. Readiness to pivot.
Let’s discuss opportunities to support your commercial strategy!
