A new mobile health app. The latest ultrasound scanner. A new orthopaedic implant. We, like every other medical communications agency, have all been involved with launching something new. But there’s always room for improvement. A neat way to achieve even more stand out. So whatever is next on your ‘launching pad’, here’s a product launch checklist to make sure you not only do it better, but you do it better than your competitors.
1. Focus on just one ‘thing’
Your new product may have a lot going for it, with some amazing features and innovative benefits for the end user. Less experienced marketers may be tempted to try and say everything in a breathless barrage of information. And by saying everything they say nothing. Resist that urge. We faced a similar challenge when we worked on a launch for a new product for Rayner. You can read about that a little later… Remember to focus on the main, single proposition – and stick to it.
2. What about a little tease?
Here’s a way to stand out from everyone else. Why not launch your product before your launch date? By that I mean, think about a teaser campaign. Tell your audience that something amazing is coming soon and get the market talking. I guarantee it’s something 99% of products haven’t even considered. Remember how powerful a little mystery can be.
3. Exciting creative
Ever seen a campaign with the dullest creative idea attached to it? Remember what that product was? No? Exactly. You can be halfway to a successful product launch simply by having better creative than anyone else. Maybe I’m being biased here, but creative can make or break your launch. Remember not to cut corners with the words and pictures.
4. One size does fit all
A seasoned campaigner knows that during the launch, the audience could come into contact with the product in all kinds of ways. TV, press, online banners, social media, direct mail, billboards, advertorials… With so many channels out there, it’s important to keep your message consistent. I’m sure you’ve seen brands use one proposition for their digital message, and a completely different one for their direct mail activity. Remember to be disciplined; one thought for all channels.
As a medical communications agency, this is what we specialise in. If you’d like to talk to us about how we can help, or if you’d like to organise a value proposition workshop, please get in touch with Ed Hudson.