Launch: Relaunched

The rise of real-time market intelligence

Whitepaper•Published July 2025

The famous marketing guru John Wanamaker once said ‘half the money I spend on advertising is wasted; the trouble is, I don’t know which half’. Most industries started solving that problem in the early noughties. Pharma is still working on it.

In the olden days, it might have been all we could do to guess which one of our launch activities was having the greatest impact. But while it's now possible to use field intelligence to solve smaller challenges, the ability to track and replicate strategies and build influence at scale is still beyond the ability of commercial managers.

But no longer.

We now have the capacity to do much more with the data we gather. We have, at our fingertips, the power to process information gathered from field teams across the organisation, and it’s going to revolutionise the way we launch products.

This whitepaper explains how this process will take place. It outlines where we often go wrong with launches and details how a focus on real-time market intelligence can help us overcome the challenges that we have, up to now, found to be insurmountable.

William Hirst
Head of Content, Impatient Health