This 16-page document, geared to pharmaceutical marketing and brand team executives, examines how best practice companies make trademark and branding decisions about pricing, positioning and promotion. The pros and cons of these activities as they related to single, dual and hybrid brand approaches are discussed. For example, best practices include: 'Employ a hybrid brand and blended positioning to leverage limited marketing resources and budget,' and 'Develop bundled product strategies to managed care organizations to provide beneficial molecule-group reimbursement options.
· Positioning for power and marketplace success
· Pricing: a key to value optimization
· Promotion and launch management
· Labeling and packaging
SAMPLE KEY FINDINGS
· Develop bundled product strategies to allow MCOs to provide beneficial moleculegroup reimbursement options.
Pharmaceutical companies can drive revenue for products with multiple trademarks by offering bundled pricing rates to managed care organizations. Often, by developing bundle strategies, one brand’s success can carry the remaining trademarks.
· Launch Planning – Long Interval
Adjust the launch marketing tactics to the different communication challenges that come with multiple indication products using single, dual or hybrid trademarks. One sales force, two sales forces or selling teams all can be productively employed to manage long-interval-between-indications launches. If the two products bear different trade names, suffer from patient perceived stigma across indications or pursue a mix of serious medical and consumer uses, then benchmark companies favored using separate sales forces to “own” or lead the launch of each product.