Product Re-Launch Excellence: Transforming Lackluster Pharmaceutical Products Into Market Success Stories
CopyrightBest Practices, LLC(919) 403-0251
Underlying every successful product re-launch is a core message that supports and enforces the re-defined brand character. Savvy brand leaders clarify and revise messaging at re-launch to emphasize the product’s strongest new features or most viable new markets. Successful core message changes in thisstudy are most frequently based upon product efficacy, improved quality of patient life or new population groups that could benefit from using a drug.
The project findings are organized into this executive summary, a survey analysis section, profiles of select benchmark companies, a series of best practices chapters, and a lessons learned & top challengesmatrix.
Executive Summary –
This executive summary contains a project overview and a summary of projectfindings and recommendations.
Setting Re-Launch Strategy––
Detailed practices in this section describe on how brand leaders can build the case for re-launching a product to company executives and devise the optimal strategy for maximum success.
Re-defining Product Character––
This chapter explores the strategies and tactics used by seasoned brand veterans to re-introduce a pharmaceutical product to physicians and thought leaders in a way thatgenerates excitement and support.
Winning the Hearts and Minds of the Sales Organization to the Re-Launch –
Generating theenthusiasm and commitment of the sales team is focus of this chapter, which offers insights and lessonslearned from brand leaders.
Marketing Investment Level –
Survey data on optimal investment levels and marketing mix is presented and analyzed.
Case Studies –
This section examines the success stories of two re-launched drugs: Zithromax andWellbutrin.
Lessons Learned –
This table captures several summary lessons learned during the planning andexecution of staffing processes and top challenges to maintaining a world-class recruiting system