Medical Affairs can gather insights to identify clinically meaningful differentiators by engaging with the external community years ahead of launch. These insights can inform clinical strategy and a holistic evidence generation plan that will produce and enhance value substantiation. As the product progresses through its development cycle, the evidence generation priorities and opportunities of the product will evolve. At the prelaunch phase, generating registration data will be prioritized, whereas during launch, generating real world and economic evidence will become more prominent.