Getting a new drug to market is a monumental task—and that’s only the beginning. To get that new drug into the hands of the patients who need it, you must engage the healthcare professionals (HCPs) who will prescribe it, along with the health systems and other stakeholders who need to embrace it.

And you must engage them at launch. Studies show that the success of a brand’s launch almost always determines how it will perform over its lifecycle. You truly don’t get a second chance to make a good first impression. After reading this playbook, you’ll understand:

• The keys to engaging HCPs in today’s changing and challenging environment
• How a coordinated, data-driven campaign that tells a clear story across multiple channels will engage HCPs
• Why should you care about digital opinion leaders (DOLS)

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