Training › Product Launch Excellence
73% of healthcare launches miss forecast. Learn why. Then don't.
Most healthcare products launch with great clinical evidence, a busy sales team, and a slide deck. Six months later the revenue curve is flat and nobody agrees on why. This workshop teaches the 3 E's framework the structured approach to healthcare launch that addresses the three things that actually determine whether a product gets adopted. Your team learns the framework and applies it to your real launch in a single day.
- Duration
- Full day · Up to 12 participants
- Investment
- £1,500 · 100% credited against any programme commissioned within 30 days
- Guarantee
- Your team presents a launch plan to leadership within 2 weeks, or we redesign and deliver it at no additional cost.
47 product launches · 5 continents · 20 years in healthcare · 18% to 31% conversion improvement · Built the 3 E's framework from 20 years of launch data
For teams who want to get launch right before the clock starts.
Pre-Launch Teams
You have 3-6 months until launch. The plan is a slide deck and a sales training day. You know that's not enough. This workshop builds the actual launch infrastructure the three pillars that determine whether the product gets adopted before the launch clock starts.
Post-Launch Teams
You launched and the curve isn't bending. Reps are busy. Activity is high. Results are low. This workshop diagnoses why using the 3 E's framework to identify which of the three pillars failed and builds the remediation plan.
Global Launch Teams
You're launching across multiple markets with different sales forces, different distributors, and different buying dynamics. The 3 E's framework gives you a consistent structure that adapts to each market without losing the core launch logic.
This is NOT for you if
- ·Your product hasn't been approved yet launch excellence requires a product in or near market
- ·You need someone to run the launch for you rather than teaching the methodology (see Product Launch Excellence service)
- ·You're in a non-healthcare category the framework is specifically built for how healthcare buys
The 3 E's. One day. Your launch, not a case study.
In-person recommended. Your team applies every module to your actual product and market.
01
Empower Sales enablement that actually works
Why most sales training doesn't change rep behaviour. The Five Ps sales enablement system. Messaging, objection handling, call structures, and the clinical conversation frameworks that improve conversion. Applied to your product: your team leaves with an updated approach to the sales conversation, not a revised slide deck.
02
Evolve Digital presence that reaches where reps can't
Healthcare's attention economy. How to reach clinicians outside the twelve-minute rep window. Patient digital behaviour and search intent. Owned versus paid channels for healthcare. The digital infrastructure that runs alongside your sales team and generates demand they walk into.
03
Equip Advocates who sell when you're not in the room
The clinical champion ecosystem. How to identify, develop, and equip advocates who influence adoption through peer networks, conference presentations, and case study sharing. The programmes that turn engaged clinicians into a distributed sales force and the compliance frameworks that keep it above board.
04
Your launch plan
Apply all three pillars to your specific product, market, and launch timeline. The integrated launch plan what you do in the first 30, 60, and 90 days across all three E's built by your team, ready to present to leadership.
A launch plan built in the room. Ready to present on Monday.
3 E's Launch Framework (Your Product)
The complete framework applied to your specific product, market, and sales force. Not a template to fill in the actual plan, built during the workshop.
Sales Enablement Audit
Assessment of your current sales tools and messaging against the Five Ps framework. What's working, what's missing, what to fix first.
Digital Demand Audit
Your current digital presence assessed against the channels your target customers actually use. Gap analysis and priority actions.
Advocate Programme Blueprint
Identification criteria, development pathway, and enablement plan for your clinical champions. Compliant with ABPI and equivalent codes.
90-Day Launch Action Plan
Month-by-month action plan across all three E's. Who does what. By when. With what resource. The operating plan for the first quarter.
Launch Readiness Scorecard
Assessment against the 12 factors that determine launch success. Where you are now. Where you need to be. What the gaps cost you if left unfilled.
Guarantee
The only training guarantee that matters.
Your team presents a launch plan to leadership within two weeks of training, or we redesign and deliver it at no additional cost. Training that doesn't translate to action is theatre. We keep skin in the game.
The gap between good launches and failed ones is almost always systemic.
Most teams who go through this workshop discover that their launch was missing one or two of the three E's entirely. A strong sales team with no digital presence. Great digital assets with no clinical advocates. The framework shows the gaps. Closing the gaps is the work.
Your £1,500 training fee is credited against any programme work commissioned within 30 days. The workshop becomes free if you engage us for a larger project.
Training £1,500 (full day) → Blueprint £5K-£10K (4-6 weeks, build the full launch infrastructure across all three E's) → Programme £25K+ (6-12 months, full launch execution with ongoing optimisation).
How it works.
Who should attend?
The launch team: sales leadership, marketing, medical affairs, and commercial leadership. The people who will execute the plan. 12 participants maximum.
What pre-work is required?
A pre-workshop audit: current sales tools, digital assets, and advocate relationships. We send the audit template. Takes 30-45 minutes to complete as a team.
Who runs the workshop?
Michael Colling-Tuck. 47 product launches across five continents. Built the 3 E's framework from 20 years of analysing what makes healthcare launches succeed and fail. Author of It's Not a Sales Problem.
How is this different from the Launch Excellence service?
The training teaches your team the 3 E's framework so you can apply it yourselves. The service is us applying it for you building the sales tools, the digital assets, and the advocate programmes. Both use the same methodology. Different levels of hands-on involvement.
What about international launches?
The 3 E's framework applies across markets. We address the differences in how Empower, Evolve, and Equip manifest in NHS versus private versus international environments during the workshop.
What happens after the day?
All deliverables formatted and sent within 2 working days. Follow-up at 2 weeks to support the leadership presentation. The guarantee applies.
The framework is the start.
The workshop gives your team the 3 E's framework and a launch plan. The next question is what you build with it and whether you want to build it yourselves or with our support.
Training
£1,500
Full day
Today's workshop. Full day on the 3 E's framework applied to your product launch.
Blueprint
£5,000-£10,000
4-6 weeks
We build the full launch infrastructure sales enablement, digital presence, advocate programme across all three E's.
Programme
£25,000+
6-12 months
Full launch execution and ongoing optimisation. Strategy through to results.
Your training fee is credited against any programme work commissioned within 30 days.
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