AGENCY: Healthcare Demand Generation
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The demand generation system for healthcare launches.

Did your last product launch generate the demand you expected? We solve that. 73% of healthcare launches miss forecast - not because the science failed, but because demand was never built. The science worked. The clinical evidence is compelling. Regulatory approval is in hand. Then nothing happens. Reps drive hundreds of miles for twelve-minute meetings with clinicians who have never heard of them. Marketing produces content nobody reads. Events generate badge scans that sit in drawers. Six months pass. The revenue curve is flat.

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Clinician in scrubs standing confidently in a bright hospital, ready to adopt a newly launched healthcare product

Live proof from the case studies

128 UK referrals

in a single month at £18.66 CPA. 157% uplift in conversions vs prior period.

nSTRIDE · Zimmer Biomet

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285 enquiries

across three markets at £29 blended CPA. 12.8x ROAS. Meta CTR 3x healthcare benchmark.

Arthrosamid · Contura

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NHS London approved

Top-tier pharma partnerships followed. Three deck iterations to NHS-ready.

HepCARE · BCB Medical

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Does this sound familiar?

The Flat Revenue Curve

You launched six months ago. The product works. The clinical evidence is strong. But the revenue curve isn't bending. Your reps are busy, meetings, demos, follow-ups, but the pipeline isn't growing proportionally. Activity is high. Traction is low.

The Twelve-Minute Window

Your reps get twelve minutes. If they're lucky. In that time, they need to establish credibility, explain the product, differentiate from incumbents, and secure a next step. Most are still leading with features. The meeting ends before the value proposition lands.

The Distributor Problem

You've appointed a distributor in three markets. They have the relationships. What they don't have is your messaging, your evidence narrative, or your sense of urgency. They're selling whichever product is easiest to close. Yours isn't it.

The CFO Question

The board wants to know what the launch spend delivered. Marketing can't answer with pipeline numbers. Sales says they need more time. The CFO suspects the problem is structural, not temporal. The CFO is right.

You built a product. You didn't build demand for it.

The infrastructure that used to compensate for weak demand generation has collapsed. Pre-COVID, a competent rep with a good product could build a territory through persistence and access. Post-COVID, access is permanently constrained.

Access to clinicians has fallen from 80% to 24%. Committee-based purchasing has replaced individual decision-making. The average supplier meeting is twelve minutes. HCPs have 36 minutes per week for all supplier interactions combined. 83% prefer digital channels for initial product information.

Most companies respond by hiring more reps, attending more congresses, and producing more brochures. The activity metrics improve. The results don't. Because the constraint isn't effort. It's that nobody knows who you are or why they should care.

Every month of delay compounds. It erodes the investment case. It shortens the runway. It hands competitors time to establish positions that become exponentially more expensive to displace.

The revenue curve doesn't bend slowly. It breaks.

Empower. Evolve. Equip. A demand generation system built for healthcare.

Three phases. The sequence matters. Empower before Evolve. Evolve before Equip. Each phase creates the foundation for the next.

01

Empower your sales team

Your reps don't need more product training. They need tools that survive first contact with a procurement committee. We build messaging architecture, sales playbooks, objection handling frameworks, and the Five Ps of sales enablement. Everything your team needs to convert the twelve-minute window into a next step. What gets used, not what gets filed.

02

Evolve your digital presence

76% of younger clinicians are on LinkedIn. 83% prefer digital channels for initial product information. Your digital presence needs to generate demand while your reps are asleep. We build content strategy, digital campaigns, and search presence that means clinicians have already heard of you before the first meeting.

03

Equip your advocates

Your best salespeople aren't the ones you pay. They're clinicians who already use your product, talking to colleagues in rooms you'll never be invited to. We design advocate programmes that systematise peer-to-peer influence, giving your champions the tools, evidence, and motivation to have those conversations on your behalf.

What you walk away with.

Messaging Architecture

Your product story in 30-second, 2-minute, and 5-minute versions. Built from customer research, not internal assumptions. Tested before your reps use it.

Sales Playbook & Five Ps Toolkit

The Five Ps of sales enablement: Playbooks, Pitch Tools, Products for Prospects, Proposition for C-Suite, and Proposals that win tenders. What your team says, how they say it, what they leave behind.

Objection Handling Framework

Every objection mapped. Every response built on evidence. Procurement committee language, clinical scepticism, budget concerns, all addressed before your reps encounter them.

Digital Audit & Content Strategy

Where you're visible, where you're not, and what to do about it. Content strategy that generates demand through channels clinicians actually use.

Advocate Programme Design

Identify, recruit, and equip your clinical champions. Peer-to-peer influence, systematised. The conversations that happen when you're not in the room.

Launch Timeline & Revenue Model

90-day, 180-day, and 360-day milestones. Revenue forecast model. The numbers your board needs, delivered before they ask.

Real launches. Real numbers.

Single market · Enterprise

Zimmer Biomet · nSTRIDE patient acquisition

Problem

An evidence-backed knee osteoarthritis treatment that most GPs didn't know was treatable. Patient awareness near zero. Referral pipeline flat. The clinical case existed; the demand didn't.

What we did

Direct-to-patient acquisition system. Condition-led campaigns mapped to the patient's googling intent. Paid search + content, instrumented from click to clinic referral.

Result

128 UK clinic referrals in a single month. £18.66 CPA against £200+ consultation value. 157% uplift in conversions versus the prior period. 50.9% improvement in conversion rate versus benchmark.

Read the full case study →

International · Enterprise

Contura · Arthrosamid international launch

Problem

Live patient acquisition across UK, Germany, and Sweden. Three regulatory environments, three buyer cultures, one product. Existing paid spend wasn't converting.

What we did

Triaged the chain - ad copy, landing pages, lead forms. Restructured regional spend, rewrote forms to capture clinic-network-ready leads. Kept the existing media partner.

Result

285 patient enquiries at £29 blended CPA across three markets. 12.8x ROAS. Meta CTR 4.75% versus a sub-1.5% healthcare benchmark. UK market hit 14.4x ROAS against a private consultation price point.

Read the full case study →

B2B · NHS · Enterprise

BCB Medical · HepCARE NHS launch

Problem

A clinically proven hepatitis cohort management platform that the NHS wasn't adopting at scale. The technical evidence was there. The commercial case wasn't. The launch materials were written for clinicians and data teams, not for NHS commissioners.

What we did

Diagnosis first. Claims and messaging matrix for NHS procurement. Three iterations of the proposal deck moving from product-led to problem-led. Brand collateral with three design routes. Reframed the pitch around the NHS's problem, not the client's product.

Result

NHS London approved the engagement following the rewritten pitch. Multiple top-tier strategic pharma partnerships followed. The NHS launch that had been stalled became active.

Read the full case study →

* All three are publicly named with the client's consent and have full case study pages. Six further engagements are sector-disclosed under MNDA at client request; named references contactable on the triage call.

Every month of delay is a month your competitors are building the positions you'll have to displace.

A sales hire costs £80-150K fully loaded. A failed launch burns £500K-£2M before anyone admits it isn't working. A distributor who can't sell your product costs 12-18 months of lost market access.

Most failed launches don't fail because the product doesn't work. They fail because the company secured regulatory clearance, hired a sales team, and assumed the market would respond. It did not.

The demand generation system costs a fraction of what you're spending on sales infrastructure. It's the difference between a sales team that creates demand one conversation at a time and a system that builds demand at scale so your reps walk into meetings that are already warm.

Which situation are you in?

Pre-launch / Approved

You have the product. You don't have the engine.

Regulatory clearance done. Now you need messaging, a sales playbook, and a digital presence before Day 1. We build the launch architecture.

Launched, growth stalled

The product is good. The numbers aren't moving.

Sales are working hard. Results aren't scaling. Something structural is broken. We diagnose and rebuild the demand generation system.

New market entry

What worked at home won't work here.

Different buying culture, different procurement dynamics, different regulatory environment. We translate the launch system for each market.

Not all launches are the same

Six situations. The methodology adapts. The rigour doesn't.

New Product Introduction

First launch into any market. Everything built from scratch, messaging, sales tools, evidence narrative, KOL relationships. No reference sites, no installed base, no word-of-mouth. The full 3 E's from zero.

New Continent Entry

Taking a proven product to a new continent. Regulatory is the primary gate. Reimbursement structures differ fundamentally. Cultural intelligence determines whether messaging lands or falls flat. Distribution model selection has long-term consequences.

New Country Entry

Already present in one country, expanding to another in the same region. Regulatory is typically lighter. The challenge shifts to local credibility. Clinicians want to see local adoption, not just data from another country.

New Territory Expansion

A new rep, a new region, an empty pipeline. This is where the demand problem is most visible. The rep has a territory but no awareness, no relationships, and no local credibility. Results visible within 90 days.

Distribution Partner Activation

Your distributor has the relationships. What they don't have is your messaging, your urgency, or your evidence narrative. Without equipping, they'll sell whichever product is easiest to close. Yours won't be it.

Brand Relaunch

New evidence, new indications, refreshed positioning. The product exists but perceptions are established. Sales teams resist new messaging for products they think they already know. Internal change management is half the challenge.

Questions we hear in every triage call.

We already have a marketing agency.

Do they understand healthcare regulation? Can they build a sales playbook a rep will actually use? Can they tell you which of your reps' objections come from the product and which come from the messaging? We work alongside agencies or replace them. Either way, the question is whether your current approach is generating demand or generating activity.

Our reps know the product. They just need more time.

If your best rep hits target and the others don't, the problem isn't time. It's that one person has figured out the messaging and the others haven't. We systematise what your best rep does intuitively so the whole team can do it consistently.

We've done a launch before. We know what we're doing.

Was it before 2020? The commercial infrastructure has fundamentally changed. Access has collapsed. Committee purchasing has replaced individual decisions. Digital is mandatory. The playbook that worked five years ago doesn't work now.

Can you work with our existing distributors?

That's often exactly the point. Your distributors have the relationships. What they lack is the tools, messaging, and evidence narrative to sell your product as well as you would. We equip them. It's one of the highest-ROI engagements we run.

How long before we see results?

Depends on the launch type. Territory expansion and distributor activation show pipeline impact within 90 days. New product introductions take 6 to 12 months. We set 90-day, 180-day, and 360-day milestones before work begins so you know exactly what to measure and when.

£25K for a launch programme seems a lot.

Compare it to the cost of a failed launch: 12-18 months of sales team salary, congress spend, marketing materials, and distributor management, all delivering a flat revenue curve. One client improved conversion from 18% to 31% in six months. The programme paid for itself in the first quarter.

Who delivers

Commercial Strategy & Launch Lead

Michael Colling-Tuck

20 years in healthcare. 47 product launches across five continents. Built the 3 E's framework and Five Ps of sales enablement. Law degree to clinical support to frontline sales to marketing leadership: he has worked every role between product and patient, and that full-stack view is what shapes every engagement.

Creative Director

Adrian Di Mambro

30 years bringing brand stories to life. Consumer background (Sky, LG, Smeg), then healthcare. Master of Compliant Creativity. The SAFE methodology ensures every piece of launch collateral is bold enough to be noticed and compliant enough to be approved.

Commercial Modelling

Jason Quelch

ACCA-qualified. Builds the revenue forecast models, pricing strategies, and attribution frameworks that connect launch spend to pipeline. The numbers your board needs before and after launch.

Regulatory Strategy

Andrew Dubowski

Founder, ClearPath Health Tech. Regulatory pathway mapping, claims matrix development, and compliance frameworks across markets. Ensures commercial messaging and sales tools are built on claims that can be defended across new markets, new indications, new claims.

Launch Event Strategy

Charlie Litchfield

20 years in healthcare events. Beyond the Badge Scan methodology. Designs launch events around pipeline generation, not visibility. VIP campaigns, surgeon dinners, and congress strategy that converts.

You might also need

Direct-to-Patient Marketing

Once HCP adoption is established, patient demand is the next unlock. The compliant patient acquisition system - legal-first, measurable, built to scale across markets.

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Launch Readiness Assessment

Not sure where to start? Score your launch readiness across five dimensions. Free. Takes 15 minutes. Tells you exactly where the gaps are.

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New Market Entry

Taking a proven product to a new geography. The full market entry framework: diagnostic, local messaging, first adopter strategy, distributor enablement.

Learn more →

Ready to talk?

30-minute triage call. No fee. No pitch. Bring your situation and we’ll tell you honestly whether we can help.

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See what good looks like

The two campaign-type guides most relevant to this service.

Each guide names a single buyer decision and gives an opinionated read on the right answer for healthcare. Read them before the triage call and the conversation goes faster.

Campaign-type guide

Positioning & message-market fit

Read the guide

Campaign-type guide

Clinical evidence & KOL choreography

Read the guide

Or browse all eight guides

Healthcare innovations deserve recognition. We help them get it.