• Translating pivotal trial strategy into a differentiated launch narrative that resonates with regulators, payers, HCPs, and patients
• Identifying critical inflection points during Phase II/III where commercial, medical, and access teams must engage early
• Designing cross-functional governance models that prevent “handoff gaps” between clinical and commercial
• Aligning endpoints, HEOR strategy, and real-world evidence plans to support pricing, reimbursement, and field readiness
• Anticipating competitive and disease-state dynamics while still in development to shape pre-launch education strategies
• Building internal launch readiness dashboards that integrate clinical progress with operational and commercial KPIs
• Avoiding common pitfalls: late market shaping, misaligned messaging, and siloed decision-making

• Go behind the scenes of real executive decision-making during the critical 12–24 months leading up to launch including team building and org structure, resource allocation, and external partners
• Explore prioritize investments, manage risk, and balance speed vs. certainty across Medical, Commercial, and Market Access.
• Learn how leadership teams align the entire organization around launch milestones, KPIs, and accountability.
• Hear real examples of KOL/ HCP impact as well as successful partnerships with disease state associations
• Understand how cross-functional collaboration and break down silos to accelerate readiness.

Safia Rizvi

CEO

CILA THERAPEUTICS

• Translate brand strategy into a launch-ready commercial plan that aligns marketing, sales, market access, and analytics around shared launch goals and timelines.

• Build a scalable pre-launch awareness strategy that primes the market through segmentation, targeting, and omnichannel engagement.
• Design the field readiness model—training, messaging, tools, and KPIs—to ensure confident and consistent execution from day one.
• Leverage data, AI, and predictive analytics to identify priority audiences, personalize engagement, and optimize launch performance in real time.
• Develop integrated campaigns that connect digital, in-person, and peer-to-peer channels to accelerate early adoption.
• Align commercial messaging with Medical Affairs and Market Access to ensure consistent, compliant, and differentiated value communication.
• Establish launch dashboards and performance metrics that track awareness, engagement, uptake, and long-term growth beyond the initial launch window.
• Designing distribution strategies across specialty pharmacy, retail, hospital systems, and integrated delivery networks (IDNs) to ensure efficient product access and supply continuity at launch.
• Building early payer engagement strategies to understand evidence expectations and coverage requirements well before approval.

Marina Orlova

Executive Director, Commercial Strategy,

MERCK

• Identifying healthcare system gaps, unmet needs, and disease recognition opportunities to shape the environment before product launch
• Building early disease-state awareness campaigns and preparing the market through education, messaging, and competitive landscape analysis
• Leveraging global and regional insights (including Japan and the U.S.) to tailor readiness strategies across healthcare systems, EMRs, and reimbursement environments
• Partnering with professional societies, HCP congresses, advisory boards, and strategic collaborators to build credibility and engagement early
• Understanding specialty vs. primary care dynamics and how they impact messaging, adoption, and market preparation
• Using market research, patient advisory boards, and real-world evidence (RWE) to refine messaging, identify missing pieces, and demonstrate the “so what” impact
• Activating partners and data sources (claims, RWE, and insights) to support early commercial, sales, and marketing readiness

• Learn how pre-commercial organizations can design scalable marketing and commercial systems while preparing for multiple launches, new indications, and reformulations.
  

• Explore how to embed AI into core workflows across promotional review, content lifecycle management, speaker programs, and campaign execution to improve speed, quality, and compliance.
  

• Understand how to connect marketing technologies, fulfillment systems, and CRM platforms to create a unified launch ecosystem and real-time performance visibility.
  

• Discover how to develop meaningful marketing KPIs, dashboards, and insights that guide decision-making and support launch readiness.
  

• Hear how cross-functional alignment across marketing, sales, IT, finance, and compliance enables governance, audit readiness, and scalable execution.
  

• Walk away with practical strategies for making AI a core operating model—not a side project—to drive measurable commercial launch impact. 

Mark Burns

Director, Marketing Operations

AVIDITY BIOSCIENCES

• Transforming clinical data into compelling, compliant narratives that clearly communicate a therapy’s scientific value and differentiation
• Aligning corporate, medical, and commercial messaging frameworks to ensure consistency across publications, media communications, investor updates, and launch materials
• Preparing for high-visibility milestones including pivotal data readouts, regulatory decisions, approval announcements, and early post-launch evidence
• Balancing scientific rigor with accessibility so complex science can be understood by diverse audiences without losing credibility
• Building cross-functional collaboration between Medical Affairs, Corporate Communications, and Commercial teams to ensure messaging supports both scientific integrity and launch success

• Define how Medical Affairs leaders can shape launch strategy early by aligning evidence generation, insights, and cross-functional decision making across Commercial, Market Access, and Clinical teams.
• Build and scale a high-impact Medical Affairs launch team—defining roles, capabilities, resourcing models, and training needed to support pre- and post-approval success.
• Develop a modern KOL identification and engagement strategy that blends traditional thought leaders, rising experts, and digital opinion leaders to accelerate awareness and credibility.
• Design a congress strategy that maximizes scientific presence, drives meaningful engagements, and translates congress insights into actionable launch plans.
• Establish structured insight generation frameworks to capture field intelligence and turn it into strategic actions that influence launch readiness and lifecycle planning.
• Deep market understanding driven by medical insights - recognizing that insights are only valuable when they are translated into meaningful actions and strategic impact.
• Create a compliant, scalable scientific engagement model that strengthens relationships with healthcare professionals before, during, and after launch.
• Measure Medical Affairs launch impact using clear metrics and dashboards that demonstrate value to executive leadership and cross-functional partners.