Learning Through Launch

I’ve been part of enough pharmaceutical launches to know one universal truth: no matter how much you plan, the universe will find a way to remind you who’s really in charge. Spoiler— it’s not your Gantt chart.

Every launch starts with optimism. There’s energy, brand strategy, planning decks, timelines, and an unshakable belief that this one will be different. Then reality walks in holding a stack of last-minute label changes.

But here’s the thing: most product launches don’t fail because of science, strategy, or regulatory hurdles. They fail because of people— specifically, how we communicate (or don’t), how we build teams (or assume we already have one), and how we adapt (or refuse to). Let’s talk about it.

The Communication

We all think we’re good communicators. Then a conference call happens.

Messages get lost in translation somewhere between commercial marketing, medical, regulatory, review committee coordinators and the agencies— and by the time the final edits hit review, it barely resembles what anyone agreed upon. It’s like a very expensive game of telephone.

The cure? Radical transparency. Over-communicate early, especially when things are messy. Let’s not rely on status updates — but instead have real conversations. Ask questions. Share the uncomfortable news. You’d be amazed how many “fire drills” can be prevented just by saying, “Hey, this part isn’t clear or not ready yet.”

The Team

Every launch kickoff starts with the same fantasy: the perfect cross-functional dream team. You know— the one where everyone speaks the same language, meets deadlines, communicates and collaborates like a synchronized swim team.

What we actually get is a brilliant collection of humans juggling essential priorities, three time zones, and one slowly melting Teams channel. And that’s okay.

The best teams aren’t born in kickoff meetings; they’re built through shared chaos. They’re forged in the 11th-hour scramble, when someone saves the day, the awkward silence when no one knows who owns a task, and the post-mortem where everyone promises to document lessons learned (and sometimes actually does).

If you want a real dream team of communicators, build one that can laugh together when things go sideways— because they will.

The Flexibility

If your launch plan can’t handle surprises, it’s not a plan — it’s a wish list.

Flexibility is the secret weapon nobody puts on a slide. Timelines will shift. Approvals will slip. Competitors will suddenly “coincidentally” announce their own launch date two days before yours. The brands that survive (and even thrive) are the ones that adapt without losing their cool— or their sense of humor.

Build plans that bend, not break. Empower teams to make quick calls and take even quicker actions. And when something inevitably goes wrong, treat it as data, not disaster.

The Choreographing

Here’s the uncomfortable truth: failure to launch isn’t always failure. Sometimes it’s just an early draft of success. Every delay, detour, and unexpected hiccup teaches you how to do it better next time in the real-world setting— and there will always be a next time.

So yes, launching a new product in pharma can feel like trying to choreograph a ballet underwater. But if you can keep the lines of communication open, build a team that trusts each other, and stay flexible when things wobble, you’ll get there. Maybe not exactly as planned— but with a story worth sharing.