NHS account intelligence
NHS Trust Intelligence
See which NHS trusts fit your product, using their stated priorities and the evidence behind each match.
Explore NHS Trust IntelligenceBristol Breakfast · Product Launch
Why do good products miss their numbers?
73% of healthcare launches miss their forecast. The comfortable reading is that launching is hard and a miss is survivable. The uncomfortable one is that the failure rate is not inevitable: it is the predictable outcome of launching without a system. This is the morning on the five stages between approval and revenue, and what happens when they get skipped.
For commercial leaders with a launch inside the next eighteen months, or one that has already gone quiet.
Register interest
Clifton Members Club · One table, thirteen seats · No fee
Start here, not with the form
The thinking is free. Take it now.
The full five-stage cascade, the sales-versus-demand distinction and the thirty-minute team audit are free to read now in Why Launches Miss. The breakfast is the live version, scored against real launches around one table.
Read Why Launches Miss
Clifton Members Club, Bristol. One table, thirteen seats, one morning. Date follows demand.
The launch failure cascade
Launches do not fail at launch. They fail earlier, quietly, at one of five stages, and each skipped stage compromises everything after it. Be honest about what counts as a launch, too: a proven product entering a new territory, a new partner, a new sales team. In our view anything under three years old is still launching, whether or not the launch party has been and gone.
The launch model most plans still assume, reps building demand one meeting at a time, ran out of meetings years ago. What replaces it is a sequence, and the sequence cannot be skipped.
The room
Nine or ten senior marketers. One host who launches for a living.
The breakfast is hosted by Michael Colling-Tuck, founder of AGENCY and author of It's Not a Sales Problem, built on 47 product launches across five continents over twenty years. The five stages are not theory to him; they are the pattern behind the launches that hit and the post-mortems of the ones that missed.
Michael Colling-Tuck
Host
- Where
- Clifton Members Club, 22 The Mall, Clifton, Bristol BS8 4DS
- When
- Demand-led. We read the response to the September breakfast first, then set the date. Register and you hear before anyone else.
- Who it is for
- Senior life sciences marketing and commercial leaders within about an hour of Bristol.
- The table
- Kept to ten, so the conversation stays a conversation.
What happens
Ninety minutes. Three moves. You do the talking.
It is a conversation around one table, not a talk you sit through. Everyone in the room owns the same problem, so everyone has something to say.
01
Which stage did your last launch skip?
The five stages between approval and revenue, scored honestly against something you have already run. Nobody in the room has hit all five, which is the point.
02
The cascade, applied to a live launch
Bring one from the next eighteen months. We walk it forward stage by stage and find where it is about to go quiet. Bring one that has already gone quiet and we work backwards instead.
03
What you would change before the forecast is signed
The one stage worth fixing first for your launch, and what that costs you now against what skipping it costs later.
Chatham House rule
No slides, no pitch
One table, no theatre layout
Bring a live example
What you leave with. Printed and ready to use.
01
The five-stage launch map
Clinicians in at concept, the problem validated, product-market fit forged, the pitch nailed, feasibility proven. Scored live against your own launch, current or coming.
02
The stages most often skipped
Which stages we see skipped most often, what each skip costs downstream, and the early signals that a launch has already gone quiet.
03
A peer-room view
How other senior life sciences leaders in your region are running launch governance, and what their boards now ask before signing off a forecast.
Register interest.
Register your interest and request an email copy of Why Launches Miss. You can also download the guide after submitting.
While the date settles
Three doors out of this page.
Healthcare innovations deserve recognition. We help them get it.
Useful before we ever speak
Choose your next step.
Find the right NHS accounts, assess your readiness, explore campaign decisions or read the thinking behind our work.
Free marketing diagnostics
Marketing & launch readiness
Diagnose a product launch and get three tests to run, or score your marketing department and get 30-day actions. The emailed report is optional.
Find your marketing gaps
Test your campaign thinking
Snake Oil & Ladders
Work through the decisions behind a compliant healthcare campaign. See where your approach moves forward or gets stuck.
Play Snake Oil & Ladders
Understand the demand gap
It’s Not a Sales Problem
Explore why good healthcare products struggle to reach the people who need them, and how to build demand. Read three free chapters.
Read three free chaptersStart with the resource that matches your decision.All four resources