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Managing Mature Product Promotion

Managing Mature Product Promotion

ID: PSM-204


Features:

4 Info Graphics

1 Data Graphics

6 Metrics

4 Narratives

3 Best Practices


Pages: 19


Published: Pre-2014


Delivery Format: Shipped


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Learn how three benchmarked companies tackled a variety of mature product promotion issues. Maximizing product lifecycle is a critical goal for today's pharmaceutical companies. Faced with shorter patent protection cycles and greater competition in key therapeutic areas, drug firms must find optimal ways to sustain revenues for mature products by promoting them effectively. Best Practices, LLC Benchmarking Study identifies key practices that leading companies employ to promote mature products. This information is captured from interviews with executives at top pharmaceutical companies. Your organization will benefit from the collective observations and insights on mature product promotion contained in this presentation.

Industries Profiled:
Market Research; Manufacturing; Medical Device; Pharmaceutical; Financial Services; Service; Retail; Research; Computer Software; Diagnostic; Health Care; Transportation; Biotech; Clinical Research; Consulting; Distribution; Insurance; Hospitality; Telecommunications; Technology; Professional Services; High Tech; Automobile; Utilities; Energy; Consumer Products; Chemical; Medical; Electronics; Laboratories; Biopharmaceutical; Banking; Computers; Entertainment; Internet; Computer Hardware; Aerospace; Academic; Media; Education; Newspapers; Government; Shipping; Science; Office Supplies; Marketing; Office Equipment; Cable; Advertising; Defense; Military; Diversified; Sports; Technology; Public Relations; Multiple; Communications; Logistics; Publishing; Real Estate; Construction; Architecture; Engineering; Aviation; Legal; Test Industry; Non-Profit; Business; Orthopaedics


Companies Profiled:

Study Snapshot

Ensuring continued revenues for mature drug products requires insightful marketing and sales planning. Companies structure staff and outsourced activities to ensure that they have the greatest chance of achieving top sales performance for key drugs as their patent expiration approaches. 

This 18-slide Executive Presentation outlines how three benchmarked companies tackled a variety of mature product promotion issues including:

  • Active promotion
  • Passive Promotion
  • Sales force incentives
  • Sales force training
  • Resource support
  • Lifecycle management

The presentation includes 
  • 13 Information Graphics
  • 1 Data Graphic, containing two Quantifiable Metrics
  • 2 Manager Narratives

Key Findings

Best Practices, LLC identified key findings behind successful mature product promotion efforts. A sample of one key finding follows: 
  • Identify and utilize alternative channels and tactics to complement or substitute field-based promotion of mature products (e-business, tele-sales, mailings).

Companies that pursue both active and passive promotion strategies employ alternative marketing channels to sustain awareness and sales opportunities for mature drugs in a cost-effective manner.

Table of Contents

• Benchmark Class
• Project Overview
• Key Findings
• Company Overview
• Sales Force Promotion Overview
• Active Promotion
• Passive Promotion
• Incentives Overview
• Training Overview
• Resource Support Overview
• Lifecycle Management Overview
• Company A - Promotion Profile
• Company B - Promotion Profile
• Company C - Promotion Profile
• Top Return for Promotion Activities
• Case Study: Novartis’ Clozaril