Product Re-Launch Success: Key Findings

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"Product Re-Launch Success: Key Findings"

Study Overview
Re-launching a pharmaceutical product is a marketing challenge that no brand executive wants to face, but many often do. With millions of dollars poured into the development and marketing of products, companies are loathe to give up their initial investment, but they also are hesitant to waste further resources to correct mistakes. This five-page document summarizes for brand executives major key findings and insights on re-launching pharmaceutical products.

Key topics

• Setting re-launch strategy -- assessing what went wrong and building the business case
• Setting the pathway to success
• Redefining product character and positioning
• Winning the hearts and minds of the sales organization
• Winning the marketing resource investments to succeed

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

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