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Products & Services Product Launch Product Launch Excellence

Global Marketing Launch Strategy & Structure

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ID: 4567


Features:

Summary Matrix


Pages/Slides: 16


Published: Pre-2014


Delivery Format: Online PDF Document


 

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In today’s crowded marketplace, pharmaceutical companies must develop a strategy that supports business objectives and forms an effective launch team for their product to achieve attention.

This 16-page document details how leading companies develop specific uptake strategies to support business needs and ensure a successful launch. Global pharmaceutical launch teams can use this information to design superior launch strategies that will allow their product to emerge as a blockbuster in crowded markets.

Key topics covered in this document include:
- Global Market Uptake Strategy
- Launch Action Planning
- Investment for Maximum Impact
- Ongoing Learning and Operational Excellence

Select best practices include:
1. Establish a global product strategy that specific regions and nations can fine-tune to fit their individual needs.
- One benchmark company implemented a global product strategy for one specific country, and two years after launch, almost 100 percent of the promotion, advertising and market research dollars came from country unit marketing budgets.
2. Create a customer segmentation plan and build it into
new product launch strategies to address a broad spectrum of customer needs.
- Prior to product launch, one interviewed company’s marketing team conducts needs assessment and profiling to break its customers into smaller segments. The team also develops a matrix template to help product managers assess the role that the new product plays in meeting the needs of these customers.
3. Delineate clear roles and responsibilities for global marketing teams to maintain focus and direction.
- One benchmark partner said that a well-run global marketing team must spend time on life-cycle management, global drug strategy and improvements to global launch activities to clearly define roles and hold people responsible for them.

This research originated from a Best Practices, LLC consulting project.

Industries Profiled:
Pharmaceutical; Health Care; Biotech; Medical Device


Companies Profiled:
Merck; Sanofi-aventis; Eli Lilly; GlaxoSmithKline; Novartis; Pfizer; Johnson & Johnson; Bristol-Myers Squibb; AstraZeneca; Roche; Schering-Plough

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If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.