Table of Contents
EXECUTIVE SUMMARY
- Rationale for Alpha1 Blocker/Flomax Analog
- Flomax Market Entry
- Findings: Flomax Market-Entry Insights are Broad Reaching
- Flomax Commercialization Timeline
MARKET ENTRY STRATEGY
- Market Entry Strategies Cover Basics plus Personalize Condition
LEADING WITH SCIENCE
- Anchor Brand Positioning in Science, Safety & Unmet Need
- Build upon the Scientific Edifices that Precede your Drug
- Earlier Achievements can Help Catapult the New Product
- To Market Leadership
- Use New Science to Break Old Paradigms
PRODUCT POSITIONING
- Position the New Product to Reflect Total Cost Benefits
- First Approved Alpha Blocker Positioned as Less Risky
- Differentiate through Improved Mechanism of Action
- Develop Compelling Brand Promise around New Benefit
- Extend Sales & Marketing Reach & Expertise with Partnerships
DISEASE AWARENESS
- Leverage Market Research to Motivate Untreated Patients
- Early Successive Generation Must Hit a Higher Standard
- Use Multiple Communication Channels to Prepare Medical Market
- Let KOLs Lead the Way to a New Paradigm
- Expand & Vary Key Messages to Physicians Over Time
- Segment Physician Message to Drive Brand Momentum
- Expedite Change by Providing Useful Diagnostic Tools
- Use Professional Guidelines to Elevate Drug' s Role in Treatment
PATIENT COMMUNICATIONS
- Motivate Men to Seek “One Week” Improvement in Quality of Life
- Target Patient' s Family to Accelerate Treatment Pathway
- Websites are an Essential Tool in Patient & Family Education
- Provide Communication Tools to Facilitate Patient Conversations
OVERALL MARKET OUTREACH
- Use DTC to Build Awareness, Complement Professional Campaign
- A Celebrity Spokesperson can Help Personalize & Educate
- Support Advocacy Groups to Expand Disease Awareness
- UK Launch Spotlight
PERFORMANCE RESULTS
- Alpha Blocker Revenue for BPH Treatment, 1998-2006
- Total Sales of Branded Alpha Blockers for BPH, 1998-2006
POTENTIAL MARKET ENTRY STRATEGIES FOR NEW PRODUCTS
APPENDIX
- Flomax Profile
- Competitive Landscape at Market Entry
- Key Definitions
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