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AT Perspectives: Building Launch Momentum Starts with the Right Media Mix

23 July 2026 | Sara Brandt

Q: In the first six months of a healthcare or pharmaceutical launch, how should marketers prioritize media investments to build awareness, establish credibility and drive action? A: The first six months of a healthcare or pharmaceutical launch set the tone for everything that follows. During that window, the goals are clear: build awareness, establish clinical credibility, drive HCP action and...