Between publication deadlines, budget finalization, and launch prep, the last quarter of the year challenges teams to stay focused as priorities pile up. It’s a mix of adrenaline and orchestration.
At JB Ashtin, we’ve learned that finishing strong isn’t about doing more. It’s about doing what matters. When science, story, and strategy stay in sync, momentum not only survives the year-end rush but also carries forward.
Reframing the Finish Line: Why Alignment Matters Now
The fourth quarter often feels like a sprint to December 31. It’s a time to submit those last manuscripts, finalize HCP decks, and approve next year’s budget. But rushing can create disconnects between functions, leading to hurdles.
Q4 is more than a time to close loops. It’s a chance to sharpen focus.
For Medical Affairs teams, this means ensuring current work aligns with next year’s scientific vision. For Commercial teams, it’s about translating science into messaging that builds trust and confidence.
When both teams align, year-end activity becomes a launchpad for long-term impact.
3 Ways to Maintain Q4 Momentum Without Burnout
1 | Sync Priorities Early and Often
Not everything deserves a December 31 deadline. Bring medical and commercial leads together to re-evaluate what must be completed now versus what strategically fits in Q1. Shared priorities sharpen focus, reduce fire drills, and give team members from both functions the opportunity to do their best work.
At JB Ashtin, we’ve seen this approach pay off by encouraging clients to get tactics near completion early in Q4 rather than wait to finalize the project in the new year. For example, with 1 client, we began poster development in early November, even when congress timelines suggested January would be acceptable. The result? We brought the poster to 90% completion before the holidays. There was no year-end scramble. We experienced smoother congress uploads in January and had a calmer, confident team heading into the new year, at least on the poster front!
Before the year-end rush peaks, introduce a few small alignment habits that can make an outsized difference:
- Name your “non-negotiables.”
Each week, have team leads name 1 deliverable that absolutely must advance that week. It keeps priorities visible and expectations realistic.
- Use a single “truth file.”
Whether it’s a dashboard, tracker on a shared drive, or Teams channel, keep active projects and due dates in 1 place that everyone can access. Clarity beats speed every time.
- Ask 1 alignment question in every meeting.
Try: “Does this still ladder up to our shared goal?” It’s an easy way to spot unnecessary additional work or conflicting messages early.
- Protect 1 pause point.
It’s mid-December and everyone’s stretched. Schedule a brief check-in to celebrate successes and identify areas to improve on for next year. Momentum thrives on reflection.
When habits become routine, effective communication strategies naturally follow.
2 | Strengthen Cross-Functional Communication
Even the best teams lose rhythm when updates fall through the cracks. Create consistent touchpoints (eg, brief weekly syncs, shared dashboards, or living timelines) to keep everyone aligned on progress and pivots.
And yes, we know everyone says, “We already do that,” but Q4 schedules are compressed by the holidays, conferences, and getting in those final PTO days. Communication is often the first thing to falter but the first thing to restore calm when executed well.
For 1 of our clients, we manage communications across multiple products. To ensure success, we separate status updates from strategy discussions. It sounds counterintuitive (ie, adding a meeting to save time), but this approach results in shorter calls overall and ensures a sharper focus in each conversation. By allowing for both logistics and big-picture thinking, the team consistently moves forward faster and with greater clarity.
3 | Celebrate Progress, Not Just Output
Deadlines measure speed; milestones measure momentum. Recognizing achievements (eg, accepted abstracts, refined data visuals, or approved training materials) reminds teams that every step forward helps bring valuable science to life for HCPs and their patients who need it most.
Whether it’s a new publication or a field-ready tool that clarifies evidence in practice, celebrating progress fuels purpose and keeps both medical and commercial teams connected to the “why” behind their work.
To address the specific needs of 1 of our larger publication plans that spans multiple assets and indications, we track progress in real time through a shared dashboard. This transparency allows our client to share updates easily with her internal teams, ensuring everyone remains aligned and inspired as results unfold.
Looking Ahead: From Q4 to 2026 Strategy
A strong finish sets the tone for the year ahead. When medical and commercial teams close the year aligned, Q1 isn’t a restart, it’s a continuation of progress.
As 2026 approaches, our focus stays steady: evolving with purpose, leading with heart, and helping our partners stay connected across every function.
At JB Ashtin, we help pharma partners find their rhythm, bridging medical and commercial priorities to close the year with clarity and start the next with confidence. Let’s make your Q4 count.
Email us – we’d love to help you plan.