A Step-by-Step Product Launch Checklist for B2B Veterinary Marketers

September 18, 2023
5 min

Are you ready for your next B2B product launch? Print this step-by-step checklist to guide the execution of your next campaign. Whether you’re gearing up for a large-scale product announcement or a smaller marketing push, this checklist will help you work through it all. 

Download the PDF version of the B2B product launch checklist here.

Step 1: Identify your target customer

Before deciding how to sell your new product, identify who you are selling to. Use the checklist below to home in on your target buyer. 


  • Decision Maker
  • Influencer
  • Other _____________

Job Role

  • Veterinarian
  • Practice Manager
  • Practice Owner
  • Customer Service Representative
  • Veterinary Technician
  • Other _____________

Years of Experience

  • 0-5
  • 6-10
  • 11-15
  • 15+

Type of Clinic

  • Private Practice
  • Corporate Practice

Areas of Interest

  • Small Animals
  • Large Animals
  • Exotic Animals
  • Anesthesiology
  • Surgery
  • Pain
  • Diagnostics
  • Rehabilitation
  • Dermatology
  • Pathology
  • Behavior
  • Dentistry
  • Emergency Medicine & Critical Care
  • Cardiology
  • Endocrinology and Metabolic Diseases
  • Genetics & Heritable Diseases
  • Infectious Disease
  • Integrative Medicine
  • Internal Medicine
  • Neurology
  • Nutrition
  • Oncology
  • Ophthalmology
  • Orthopedics
  • Parasitology
  • Pediatrics
  • Preventive Medicine
  • Practice Efficiency
  • Practice Growth
  • Reproduction
  • Respiratory Medicine
  • Shelter Medicine
  • Small Mammals
  • Surgery, Soft Tissue
  • Toxicology
  • Urology & Nephrology
  • Wound Management
  • Zoonoses & Public Health
  • Other ________________

Write your target audience here, based on your answers above: 


Now that you know who you want to reach, what do you want to tell them? In step 2, we’ll review crafting a positioning statement that breaks through the noise.

Step 2: Positioning Statements

Fill out the worksheet below to get started.

  • What is the product?
    Write a simple statement that explains exactly what the product is and what it does.
  • How is it different?
    Create a list of ways the product, company, or development process is different from competitors or the status quo.
    • Differentiator 1:
    • Differentiator 2:
    • Differentiator 3:
  • What evidence do you have to support your differentiators?
    Create a list of statistics and data to support your claims.
    • Evidence 1:
    • Evidence 2:
    • Evidence 3:
  • Why is your product important for veterinarians to adopt now?
    Create a list of attention-grabbing reasons that will break through the noise and create urgency.
    • Urgency 1:
    • Urgency 2:
    • Urgency 3:

Now, let’s bring it all together. Wordsmith this statement to suit the needs of your product launch:

{Name of product} has been developed for {target audience} to {description of what product does}. {Name of product} is different because {differentiator}, {evidence}. {Name of product} is getting a lot of attention from {target audience} because {urgency}.

This simple positioning statement will be the jumping off point for the rest of your messaging.

Step 3: Go-To-Market Strategy

Launch Date:__________

Communication Channels

  • Organic Social Media
  • Paid Social Media
  • Partners such as Clinician’s Brief
  • In-House Email
  • Live Events
  • Continuing Education
  • Webinars
  • SMS
  • Influencers
  • Podcasts
  • Print
  • Direct Mail
  • Telemarketing
  • Other:____________________

Sales Strategy

  • eCommerce
  • Inside Sales
  • Distribution
  • 1099 Sales Network
  • Direct Sales
  • Partnership/ Collaboration
  • Other:____________________

Lead Generation Strategy

How will you generate leads at each stage of the funnel?

  • Top of funnel
    How will you drive top level product interest?
  • Banner ads
  • Social media ads
  • Organic social media
  • Blog posts
  • Press releases
  • Marketing to pet owners
  • Live events
  • Website
  • Videos
  • Other:____________________
  • Middle of funnel
    How will you drive MQLs and SQLs?
  • Webinars
  • Podcasts
  • Website forms
  • Social media ads
  • Videos
  • Nurturing email sequences
  • Clinical content
  • Podium speakers at conferences
  • Other:____________________
  • Bottom of funnel
    How will you convert interested leads into sales?
  • Customer testimonials
  • Business case studies
  • Clinical case studies
  • Special offers
  • Buyers guides/competitive comparisons
  • Other:____________________

Educational Strategy

Education is one of the most effective ways to introduce products to veterinary professionals. Education can be leveraged to generate leads and increase product utilization. Select which educational tactics you plan to use.

  • Webinars, CE
  • Webinars, Non-CE
  • Podcasts
  • Blogs
  • Key Opinion Leader Articles
  • Published Clinical Research
  • Videos
  • Interactive CE
  • Surveys and Quizzes
  • Seminars
  • Podium Talks at Conferences
  • Other:____________________

Identify Key Opinion Leaders (KOLs)

Write a list of key opinion leaders that you want to leverage for educating your target audience:

  • KOL 1: ______________________________
  • KOL 2: ______________________________
  • KOL 3: ______________________________
  • KOL 4: ______________________________
  • KOL 5: ______________________________

Do you need help finding or cultivating a KOL? Contact our team today for help.

Brainstorm Potential Partnerships and Collaborations

Are there any distributors, influencers, or other companies in the industry that you should consider for a partnership or collaboration on your product launch? Make a list.

  • Partner 1: ______________________________
  • Partner 2: ______________________________
  • Partner 3: ______________________________
  • Partner 4: ______________________________
  • Partner 5: ______________________________

Establish Goals and KPIs

What are the goals for your product launch? Make sure your goals are SMART (specific, measurable, achievable, relevant, and time-bound).

  • Goal 1: ______________________________
  • Goal 2: ______________________________
  • Goal 3: ______________________________
  • Goal 4: ______________________________
  • Goal 5: ______________________________

Based on your goals above, what key performance indicators (KPIs) will you use to measure success?

  • KPI 1: ______________________________
  • KPI 2: ______________________________
  • KPI 3: ______________________________
  • KPI 4: ______________________________
  • KPI 5: ______________________________

Promotional Plans

Use a worksheet like the one below to craft your B2B promotional plan. Share these essential tactical plans with the entire project team.

Looking for support for your next product launch program? We can help! The new Clinician’s Brief Product Launch Pack gives you access to a turnkey product launch program. This program is full of free value-adds to amplify the reach of your message. Tiered package options are available to meet your needs and budget.

Each program tier includes:

  • An awareness-building media package with:
    • Topic-targeted emails 
    • Newsletter placements
    • Social campaigns
    • Digital banner impressions 
    • Custom educational tactics including a webinar, podcast, and piece of native content

Our top-tier pack also features a custom content portal with its own promotional package and placement in the Clinician’s Brief journal. 

The project management team at Clinician’s Brief will coordinate your campaign and promotional plan to make sure your project stays on track. Contact our team today to learn more.

Step 4: Create Promotional Content

Create a document that contains a list of all the content you need for launch. Use the template below to get started:

A few pro tips to remember:

Step 5: Team Training

Once you’ve got your plan organized, it’s time to get your sales and marketing up to speed. Here’s what you can do:

  • Review available assets, when to use each, and where to find them
  • Share value propositions and positioning statements
  • Present the comprehensive plan to align the team with key milestones
  • Walk through any CRM process changes and ensure the team knows where to find leads

Step 6: Assess Performance and Tweak

Keep a close eye on your KPIs after launch to make sure your campaign is performing as expected. Real-time data enable you to pivot quickly if needed. If you’re working with Clinician’s Brief through the new Product Launch Pack program, we’ll actively monitor your campaign performance and recommend changes to optimize your outcomes.

Contact us today to get started planning your next product launch.