Product Relaunch Excellence: Transforming Lackluster Pharmaceutical Products into Market Success Stories

Table of Contents

EXECUTIVE SUMMARY

• Project Background
  • Figure S.1-Study Overview
• Study Methodology & Benchmark Class
  • Figure S.2-Universe of Learning
  • Figure S.3-Benchmark Brands
• Key Findings and Insights
  • Figure S.4-Mapping Re-launch Strategy
• Report Structure and Organization
• Path Forward

SETTING RE-LAUNCH STRATEGY

• Building the Business Case for Re-launch
  • Figure 1.1-Why Re-launch
• Selecting your Pathway for Success: Identifying the Best
• Re-launch Strategy or Approach
  • Figure 1.2-Approach
  • Figure 1.3-Ideal Audience
  • Figure 1.4-Mapping Re-launch Strategy
  • Figure 1.5-Use History' s Compass
• Align Re-launch Strategy with Market Demand
• Engaging Leadership to Win Support for a Re-launch
  • Figure 1.6-Product Leadership
• Considering Lifecycle Opportunities and Risks
• Managing Expectations for the Re-launch
  • Figure 1.7-Re-energizing the Sales Uptake Curve
• Winning Staff and Field Support
• Avoiding Group Think
• Brand Team Leadership: Assessing Which Horse to Ride
  • Figure 1.8-Changing Brand Teams

REDEFINING PRODUCT CHARACER & POSITION TO IGNITE NEW GROWTH

• Redefining Product Character
  • Figure 2.1-Brand Character
  • Figure 2.2-Brand Character
• Resetting the Product' s Positioning
  • Figure 2.3-Resetting Positioning
  • Figure 2.4-Resetting Positioning (cont' d)
• Designing a New Core Message
  • Figure 2.5-Core Message
• Communicating a New Message to Physicians
  • Figure 2.6-Physician Communication
  • Figure 2.7-Product Re-education
• Maximizing the Portfolio
• Gaining Through Leader Support
  • Figure 2.8-Thought Leader Support
  • Figure 2.9-Thought Leader Support (cont' d)
  • Figure 2.10-Using Publications to Re-position

WINNING THE HEARTS & MINDS OF THE SALES ORGANIZATION TO THE RE-LAUNCH

• Aligning Sales Force Tactics with Product Re-Launch Strategy
  • Figure 3.1-Sales Growth Trajectory
  • Figure 3.2-Sales Repositioning Trajectory
• Creating Excitement and Support
  • Figure 3.3-Creating Excitement and Support
  • Figure 3.4-Winning Sales Support
• Shifting Product Placement
  • Figure 3.5-Enhancing Product Placement
  • Figure 3.6-Product Placement
  • Figure 3.7-Marketing Mix  Sales & Segments
• Equipping the Sales Force for Re-launch Success
  • Figure 3.8-Sales Force Management Tactics
• Shifting Resources to Ensure Success
• Marrying Execution and Systems to Optimize Sales Uptake
  • Figure 3.9-Launch Cycle Performance Mgmt
• Training: Engaging the Field on the New Positioning
  • Figure 3.10-Aligning Training Tactics
  • Figure 3.11-Sales Force Adjustment
• Optimizing Sales Force Promotions through Careful Physician
• Deciles Targeting
  • Figure 3.12-Targeting Deciles

MARKETING INVESTMENT LEVELS: WINNING THE RESOURCES TO SUCCEED

• Multi-Faceted Approach to Designing the Marketing Mix
  • Figure 4.1-Lessons Learned & Pitfalls
  • Figure 4.2-Investment
• Structured Approach to Winning Resources
  • Figure 4.3-Organizational Endorsement
• Benchmarking First Launch and the Competition
  • Figure 4.4-Re-launch Investment Levels
  • Figure 4.5-Investment Levels
• Managing Stigma from the First Launch
• Marketing Mix: Apply Key Marketing Levers to Drive Success
  • Figure 4.6-Approach
  • Figure 4.7-Marketing Mix by Positioning
  • Figure 4.8-Product Differentiation
• Investment Allocation: Strategies to Optimize Resources and Minimize Risk
  • Figure 4.9-Marketing Mix Optimization
  • Figure 4.10-Marketing Mix-KOLs & Advocacy
  • Figure 4.11-Marketing Mix-Key Channels
  • Figure 4.12-Sales & Segments
  • Figure 4.13-Marketing Mix-Education
  • Figure 4.14-Marketing Mix-Other
• Monitor Success: Adjust Investment Strategy to Reflect Post
• Re-Launch Reality
  • Figure 4.15-Expected Outcomes
  • Figure 4.16-Marketing Mix Shift

CASE STUDIES

• Zithromax
• Wellbutrin
• Lessons Learned