At Schwartz MSL we have counseled countless medical device and diagnostic companies through a product launch. Our charge is to deliver a savvy and strategic communications strategy to help boost visibility for the product among key stakeholders.
Sometimes we have to activate a PR plan in a matter of days right before a regulatory decision but the more effective approach is to engage several months in advance to help plan an effective public relations and communications program.
The key is thinking through the issues, assets and resources with adequate time prior to the launch so you connect all the dots and develop an integrated approach. PR counsel should work hand-in-hand with marketing, sales support, legal, regulatory, and scientific affairs. When executed correctly, PR has the ability to inform, educate and influence your key constituencies.
OK, this all sounds great. But where and when do you start?