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Products & Services Product Launch Re-launch

Product Relaunch: Setting Strategy for Success

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ID: 4775


Features:

Metrics, Graphics


Pages/Slides: 16


Published: Pre-2014


Delivery Format: Online PDF Document


 

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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
Sample Best Practices
  • 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
Methodology
This document was gleaned from a larger consulting project with a major pharmaceutical client.

Industries Profiled:
Consumer Products; Diagnostic; Pharmaceutical; Medical Device; Biotech; Health Care


Companies Profiled:
Bayer Healthcare; UCB Pharma; Schering-Plough; Roche; Pfizer; Novartis; Merck; AstraZeneca; DSM Pharmaceutical; Sanofi-aventis; Abbott Laboratories; Eli Lilly; GlaxoSmithKline l

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.