From Education to Intelligence: Pre-Launch Omnichannel Strategies That Win

The window before a product launch is the most underleveraged moment in pharma commercial strategy. Medical Affairs is already in the field, running disease awareness programs, hosting advisory boards, presenting at congresses, and delivering accredited education to the HCPs who will ultimately prescribe. The scientific foundation is being built. The knowledge gaps are being surfaced. The HCPs who are ready to move are already revealing themselves.

But almost none of that intelligence reaches the commercial team in a usable form. And even when it does, most organizations still struggle to answer a basic question: where are we actually making a difference?

In this session, Daniela Clape, founder and CEO of Xpeer, will share what she is seeing across the industry and what Xpeer’s own data shows about how accredited medical education, when designed for behavior change rather than activity, can move HCPs along the clinical impact ladder from unaware to advocate before launch day arrives. She will bring concrete examples of how a structured pre-launch education program changed clinical practice, what data it generated, and what that data meant for the medical, marketing, and commercial teams who received it.

This session will also tackle a question that came up repeatedly at MAPS 2026 and at every major medical affairs conference this year: how do you move from collecting intelligence to enabling decisions? Gathering more signals is not the answer. The organizations winning at launch are the ones building a system that defines the specific gap they are trying to close, targets the right levers against it, and creates a learning loop that tells them whether the needle is actually moving.