Product Relaunch: Setting Strategy for Success

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"Product Relaunch: Setting Strategy for Success"

Study Overview
The need to re-launch a pharmaceutical product can happen for many reasons. But regardless of the cause, the first crucial step to any re-launch scenario is careful planning. This document will help pharmaceutical brand executives to benchmark against top companies and to explore best practices.

Key topics

• Building the Business Case for Re-Launch
• Selecting the Pathway for Success: Identifying the Best Re-Launch Strategy or Approach
• Align with Market Demand
• Engaging Leadership to Win Support for Re-Launch
• Considering Lifecycle Opportunities and Risks
• Managing Expectations for the Re-Launch
• Winning Staff and Field Support
• Avoiding Group Think
• Brand Team Leadership: Assessing which Horse to Ride
  

• Use sales data to assess the current launch curve and uptake trajectory to determine whether to refine product strategy or completely re-launch.
• The timing of re-launch activities for under-performing products is crucial. If a brand team waits too long, patent life will run out and the brand team will not have enough time to recoup its investment.

• Carefully factor in patent life when devising strategy to ensure re-launch efforts are feasible.
• In every product launch, patent life turns marketing activities into a complex race against the clock. Pressures are intense to recoup R&D investment and realize profit before generic competition is permitted and able to enter the mark
  

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