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# Launch & Go-to-Market

Launching a health product requires more than just making it available. You need the right market access strategy, clinical buy-in, and regulatory readiness.

## Soft Launch Strategies for Health

Unlike consumer apps, health products benefit from phased rollouts:

* **Clinical beta**: Pilot with a single clinic or practice
* **Geographic launch**: Start in one region before expanding
* **Indication-specific**: Launch for one condition before expanding
* **Partner-led**: Launch through a health system or employer partner

## Beta Testing in Clinical Settings

Clinical beta testing differs from consumer beta testing:

* **Site selection**: Choose sites with aligned interests and adequate patient populations
* **Training**: Clinical staff need training on your product
* **Support**: Provide dedicated support during the pilot
* **Feedback loops**: Regular check-ins with clinical stakeholders
* **Metrics**: Track both engagement AND clinical outcomes

## Regulatory Launch Requirements

Ensure regulatory readiness before launch:

* **FDA clearance/approval**: 510(k), De Novo, or PMA as applicable
* **CE marking**: If launching in European market
* **State licensing**: Telemedicine requires state-by-state licensing
* **HIPAA compliance**: BAAs in place, security controls verified
* **GDPR compliance**: If launching in EU, DPO appointed, DPIAs completed

## Market Access Strategy

Getting paid for your product requires:

* **CPT codes**: Are there existing codes for your product?
* **Payer contracts**: Have you negotiated reimbursement rates?
* **Prior authorization**: Will payers require prior auth?
* **Patient affordability**: What is the out-of-pocket cost?
* **Value-based arrangements**: Can you link payment to outcomes?

## Post-Launch Monitoring

Launch is not the end — it's the beginning:

* **Clinical surveillance**: Monitor outcomes and adverse events
* **User feedback**: Continuous improvement based on user input
* **Regulatory reporting**: Adverse event reporting as required
* **Performance monitoring**: System reliability, uptime, response times
* **Competitive monitoring**: Track competitor launches and feature updates

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## Related Chapters

* [Payer & Provider Sales](/business-gtm/payer-sales) — Selling to health institutions
* [Pricing & Reimbursement](/business-gtm/pricing-reimbursement) — Monetization strategies
* [Value-Based Care Design](/business-gtm/value-based-care) — Outcomes-based reimbursement