Medical Affairs Organization’s Role in Brand Launch

Medical Affairs Organization’s Role in Brand Launch


Medical Affairs Product Launch Series (Module 2.1)

Medical Affairs Organization’s Role in Brand Launch 2.1 is the first of the original 10-part Medical Affairs Launch Series that has been updated in 2018 to include an additional 20 company teams’ data. This new edition showcases more metrics, team profiles, and operational benchmarks than the original series. In addition, the module contains a section highlighting interviewed company executives’ varying approaches to working compliantly with the commercial side of their organization.

The module presents case studies that highlight team strategy development structure, as well as processes and challenges that different companies encounter during launch planning. In developing this series module, CEI analysts collected surveys from and consulted with 40 medical affairs leaders at top pharmaceutical, biotechnology and medical device companies.

To learn more about the other modules in the Medical Affairs Product Launch Series and the benefits of subscribing to the entire series, click here.



  • Description
  • Additional information

The first module in a year-long series provides case studies for what structures and processes medical affairs teams at large and small companies use to design and implement launch strategies.

Within the module, case studies tell the story of each product launch through the lens of the medical affairs team’s involvement in the process.

  • Metrics:100+
  • Charts/Graphics:  24
Report Features

Use this module as a decision-support guide to medical affairs structures and processes to sustain new product launch planning. Structures depend heavily on the number of new product launches that a company conducts, as well as the company’s size. This module discusses how medical affairs teams navigate launch strategy development for all teams developing new products.

Reasons To Buy

Review case studies of medical affairs structures at large and small pharmaceutical organizations: Get a clear view of product launch planning at companies across different sizes. This module also discusses the struggles that medical affairs and commercial teams face when coordinating launch strategies.

Develop practical medical affairs launch planning timelines relative to product lifecycle: The medical affairs structure necessary to support commercial strategy development differs based on the number of products that teams support throughout each lifecycle stage. Medical Affairs Launch Organization’s Role in Brand Launch 2.1 details the interactions between global, country-level, and dedicated medical affairs strategy teams support products throughout their lifecycles.

Target Audience

Executives, managers and team members at any level of the medical affairs organization will benefit from this research, including those involved in medical field teams, key opinion leader/HCP management, medical information, medical publications, health outcomes/managed care liaisons, and any other teams and sub-teams.

Chapter Example

Company A’s medical affairs strategy development is a long process, beginning sometimes earlier than two years before launch (Figure 1.2). During this time period, the company’s R&D group hands off publications strategies to medical affairs. Before the medical affairs strategy team starts planning, however, it first compiles all the information it can regarding the product and the relevant medical community. In fact, the interviewed strategy VP stresses how much work needs to be done prior to strategy development. “There are so many components that need to be available or generated before you actually build the strategy,” she explained.