#028 How Zeeks Supported In-House Teams During Product Launches
- Dr Elisabeth Kugler
- Nov 27
- 5 min read
Table of Contents
Exciting times. Your product is ready—what now?
Product launches are make-or-break moments.
You've got a strong innovation, a committed team, and months (if not years) of development behind you. But launching successfully requires more than just a good idea; it needs intelligent strategy, compelling content, and seamless collaboration across functions and geographies.
That’s where Zeeks comes in. Not just to “create content”, but to help in-house teams think clearly, position effectively, and move with purpose.
In this blog, we walk you through how we supported a multidisciplinary client team in the run-up to a major biotechnology product launch, what worked, what we contributed, and the key takeaways from an 8-week strategic sprint.
Clear Roles, Shared Purpose
The client - a global biotech giant - had built an amazing product to add to their existing product portfolio. After many months of R&D, production, and design, it was time to think about the positioning and marketing of the launch.
Their internal comms team had launch expertise, brand ownership, and operational control. What they needed was strategic content support together with subject matter expertise.
First, we discussed responsibilities and how they were to be split between the in-house and Zeeks teams.
In-House Team Responsibilities:
Project Management & Timelines
Digital Infrastructure (web backend, CRM, analytics)
Marketing Channels (email lists, paid media, social media)
Product Ownership & Regulatory Oversight
Zeeks' Role:
Strategic Positioning: Clarifying product USPs, audience segmentation, and value propositions.
Content Development: Web copy, email campaigns, brochures, and internal messaging docs (including copy, visuals, and layout).
Cross-Functional Insight: Facilitating communication between R&D, marketing, and sales teams.
Launch Readiness: Ensuring that all written assets were aligned, approved, and adaptable for multiple geographies.
In this case, Zeeks wasn’t just brought in to “write things”.
We were brought in to think with the team.
To spot gaps, sharpen messaging, and ensure the value of the product was clearly and consistently communicated across all touchpoints.
Intelligent Input from Day One
As we had worked with this customer before, we tried to be included in the product launch content from the start. We embedded into weekly team calls that included R&D scientists, app developers, marketers, and team leads, spanning four countries and multiple time zones.
These weren’t passive updates, which “could have been an email”.
No, these were working sessions where priorities shifted, messages evolved, and insight emerged.
What We Brought to the Table:
Challenge framing: Asking, “Why does this matter to the customer?” at every stage.
ROI-focused copy: Positioning the product not just by feature, but by the outcome it delivers.
Lead capture thinking: Designing content not just to inform but to convert, encouraging gated assets, calls-to-action, and segment-specific messaging.
We often acted as translators between
technical specialists and marketing teams.
The Strategy Beneath the Content
Every line of copy, every email, every landing page—was built on a clearly defined strategic foundation. Together with the client, we mapped:
Audience Segments: Including clinicians, procurement leads, and IT stakeholders.
Core Messages: Tailored to pain points, not just product features.
USPs: What made this product different—not just in technology, but in how it integrated with workflows, improved patient safety, and offered real-time visibility.
Objection Handling: Content pre-empted concerns—cost, adoption time, interoperability—and offered clear, reassuring responses.
Lead Funnel Design: From awareness to action, we helped sketch the customer journey and create appropriate assets for each stage.
The result?
A launch that wasn’t just loud; it was laser-focused.
Every asset had a purpose. Every message tied back to ROI and user value.
Deliverables That Worked
Over the 8-week sprint, Zeeks delivered a suite of assets aligned with each stage of the launch. We worked collaboratively, with staggered deadlines to accommodate regulatory approvals and stakeholder reviews.
Website Messaging: Landing pages and product descriptions optimised for SEO and conversion.
Email Campaigns: A sequenced series covering pre-launch buzz, launch day announcements, and post-launch value reinforcement.
Sales Enablement Content: Internal briefings, one-pagers, and Q&A sheets tailored for sales and customer support teams.
Brochure/Collateral: A modular brochure designed for use in digital pitches and conferences.
Messaging Playbook: Key talking points, tone guidance, and positioning for use across global regions.
All content was rooted in insight.
Not just in what the product did, but in how it solved problems and drove better decisions.
Cross-Functional Wins
This wasn’t just a copy exercise. It was content intelligence across functions:
Marketing got sharp, audience-ready messaging aligned with campaign goals.
Product Teams saw their work translated into value that highlighted product USPs.
R&D trusted us to preserve nuance while making complex content inspiring.
Sales received content that helped them answer questions with confidence.
And the whole organisation benefited from alignment, because everyone was speaking the same language about the product.
What Made This Launch Work
To make a life science product launch successful there are many many moving parts, from R&D to product design, and from product management to marketing.
From the launch marketing perspective, these are our top 3 tips:
1. Long-Term Engagements
Thanks to having worked with this customer for a while, we understood the company, their product, and their customers deeply. This meant we could create content that really resonated with the target customer and positioning.
It also meant that we could make decisions based on our previous experience, and did not have to ask permission for Type 2 decisions.
2. Striving for Improvement
Following the ethos of constant improvement, everyone involved was open to feedback and last-minute change. Be it about the final logo positioning on the product, or a last-minute change in the product tag line.
3. Clear and Regular Communication
As a large team from different business units was involved, regular calls with clear action points helped to track the process and avoid a frantic last-minute “we need to do some marketing situation ”. Having regular check-ins also helped to discuss as a team and clarify any open questions. Regular and clear communication enabled the whole team to be on the same page, and everyone was working with aligned messaging.
Final Thoughts
When done well, product launches can bring teams together and create a shared moment of pride and excitement, rather than being purely stressful.
But launches do require a shared effort, and they will test your processes, messaging, and ability to execute under pressure.
At Zeeks, we aim to bring clarity to these moments. We don’t just produce content, but we elevate your thinking, challenge assumptions, and help you make the case for your innovation.
Ready to bring your next product to market with sharp insight and intelligent support? Let’s talk.
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