What is market conditioning?
Market conditioning involves pre-launch activities that introduce the disease area, unmet need, or treatment concept to key stakeholders. It includes scientific exchange, disease education, conference presence, and engagement with advocacy groups or thought leaders. The objective is to build interest and establish a foundation for future adoption.
Why is market conditioning important in pharmaceutical launch strategy?
Effective market conditioning helps prepare the ecosystem for new therapies. It improves early uptake, drives informed decision-making, and reduces barriers at launch. For cross-functional teams, it aligns scientific, medical, and commercial efforts around a shared narrative.
