Helping clinicians to navigate a changing standard of care

A successful launch is about understanding the unanswered questions that stand between evidence and clinical confidence

A personal launch story that has stayed with me is the emergence of direct oral anticoagulants in atrial fibrillation.

For many years, warfarin had been central to stroke prevention, but it came with practical challenges for clinicians and patients. Then, a new class of oral anticoagulants began to change the conversation. Healthcare professionals were navigating multiple new options, evolving evidence and important questions about how these treatments would perform in everyday practice, especially in complex cases or patients with comorbidities.

What made that period so interesting was the need to go beyond headline trial data. Clinicians wanted answers to the questions that they faced in their clinic: which patients might be eligible, what were new or acceptable risks, which clinical scenarios fit best with the trial data and what could be expected outside of the controlled environment of a clinical trial?

That experience taught me the power of evidence-led launch thinking. A successful launch is not just about differentiation; it is about understanding the unanswered questions that stand between evidence and clinical confidence. The next key aspect is to help teams address those questions with clarity, credibility and relevance.

– Louise