Launching Pharmaceutical Megabrands - Best Practices
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The basics of launching a pharmaceutical drug- Based on studies done on the practices of 13 top pharmaceutical companies in the world. For more, write to info@markivmedical.com
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Launching Pharmaceutical Megabrands - Best Practices
- 1. Launching Pharmaceutical Megabrands
- 2. Start Early. • Its not how much money companies spend on marketing, but how well they spend it. • Allocate marketing resources as early as the Pre- Clinical Phase • Identify unmet medical needs, market opportunities and competitive issues
- 3. Early inputs from Marketing team Marketing inputs to guide the Drug development Process Market needs analysis Improved product positioning and market acceptance.
- 4. Partnership between R&D and marketing As early as the Pre-Clinical Phase One core Team Employ cross-functional teams, based on the specific needs of each development phase •Seamless phase-to-phase transition through early planning and retention of core team members
- 5. Good communication • deploy robust technologies that enable rapid information sharing. • Increase ease and frequency of face-to- face communication through co-location and regular meetings.
- 6. Broad-based market research complex and evolving customer needs and competitive dynamics • employ market segmentation research tools • understand attitudes behaviors of patients and consumers as well as physician prescribers and pharmacists. • understand the needs of payors, professionals and patient advocacy groups
- 7. Good use of Thought leaders Prioritize thought leaders by hierarchy of impact (global vs. continent or country unit). • Involve both research-focused thought leaders and patient-focused thought leaders • Thought leaders to provide consistent support throughout the entire product development and launch cycle.
- 8. What questions should thought leaders consider • What studies are needed for promotional use? • What new indications should be pursued? • What competitive products are on the horizon, and what advantages are they expected to claim? • What is the predicted response of other practicing physicians to the current labeling, dosage and indications?
- 9. Pre-launch activities Medical publications Disease awareness programs Thought leader and advocacy group development Public relations CME programs Scientific meetings and symposia
- 10. Launch and post-launch Build upon pre-launch market development activities • Field force detailing and sampling • DTC marketing • CME programs • Professional journal advertising
- 11. How do top companies spend their money ? Market Research 7% Thought Leader Development 21 % Marketing Activities 47 % Sales Force support 14 %
- 12. New opportunities in the Digital world
- 13. Social Media Overcrowded and unregulated • Provides a new but unknown medium • Social networking docs write more scripts.-New Study • >70% onliners have searched for health information
- 14. - Medical Animation Library - 2D/3D Medical & Scientific Illustrations - 2D/3D Medical & Scientific Animations - Flash based Interactive Applications - Websites & Health Portals for Pharmaceutical & Healthcare Industry Dr.Neelesh Bhandari M.B.B.S (AFMC),M.D (Path) P.G.P in Human Rights Advisor ( Medical Communications) Mark IV Animation Studios Pvt. Ltd.