Pharmaceutical Marketing: Re-Launch Excellence White Paper
This white paper leverages the perspectives and experiences of 19 brand leaders from a class of 14 top pharmaceutical companies to deliver a comprehensive best practice guide to re-launching underperforming pharmaceutical and bio-tech products. Insights have also been harvested from case studies of two successful drug re-launches - Zithromax and Wellbutrin.
Drawn from Best Practices, LLC's newest research initiative on product re-launch, this white paper contains complimentary best practices and insight on elements that must be considered when embarking upon a re-launch initiative:
- Developing a Re-Launch Strategy: Detailed practices in this section describe how market leaders build the case for re-launching a product to company executives and devise the optimal strategy for maximum success.
- Re-defining Product Character: Explores the strategies and tactics used by seasoned brand veterans to re-introduce a pharmaceutical product to physicians and thought leaders in a way that generates renewed excitement and support.
- Winning the Hearts and Minds of the Sales Organization to the Re-Launch: Generating the enthusiasm and commitment of the sales team is focus of this chapter, which offers insights and lessons learned from brand leaders.
- Marketing Investment Level: Survey data on optimal investment levels, marketing mix and rates of return models is presented and analyzed.
For an assessment of your re-launch effort or other marketing initiatives, contact Chris Bogan, President & CEO (919) 767-9228 or by email cbogan@best-in-class.com.
For more information on the complete study, visit: http://www3.best-in-class.com/cr134.htm
Industries Profiled:
Pharmaceutical; Health Care; Consumer Products; Diagnostic; Biotech
Companies Profiled:
AstraZeneca; Sanofi-aventis; Baxter International; Bayer; DSM Pharmaceutical; Eli Lilly and Company; GlaxoSmithKline ; Merck; Novartis; Pfizer; Roche; Schering-Plough; UCB Pharma
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