The answer depends on the nature of product in my experience while lunching a new product the main focus was the promoting team as if you let them like the product they will do their best in your lunch
One of the ways i have used during my the launch was using a private facebook group for the promotional team then addding information to this group before starting
Then starting a compitition on the facebook group who will bring more prescriptions to the new product
Using a motivated team who believe in your product can make a break through
But if your product is directly tobthe consumers so i think strong and heavy teasing compaign is the answer you can use social media marketing , ads and affliate marketing to get your product known by consumers
