Table of Contents
BACKGROUND
- Byetta Commercialization Timeline
- Byetta 2005-2007: The Evolving Product Profile
- Byetta' s Fit within the Diabetes Continuum of Care
- Disease State Evolution Creates Byetta Market-Entry Window
- Growth in Patients Not Achieving Glucose Target Creates
- Market-Entry Window
- Successful Launch But Not Yet Blockbuster Status
LAUNCH CHALLENGES
- Science, Efficacy & Safety Were Launch Strategy Cornerstones
MARKET ENTRY SUCCESS DRIVERS
- Beta Cell Functioning & Improvement Became "Branding"
- Focus for Medical Education
- Byetta' s Integrated Messaging was Critical to Launch Success
- Message Cascade Started with Clear Scientific Focus
- Broadcast Message Sequence to Select Targets in Carefully
- Orchestrated Cascade
- Byetta' s Future Fit within the Diabetes Continuum of Care
- Message Dissemination: 2005 Post Launch Strategy
- Medical Education through Speaker Programs Was Key
- Voices from the Field: Amylin Commentaries about Its Key
- Marketing Programs
- Message Dissemination: Education Extended to Patient Advocacy
- DTC Campaign Held Until Med Ed Campaigns Completed
- Plan For & Actively Manage Predictable Relationship
- Stress among Co-Promotion Partners
- Culture & Work Style Differences Can Create Conflict
- Among Partners
- Future Competition on Other Compounds Can Create
- Tension among Partners
- Turnover on One Team Can Create Tension for the Other Partner
- Marketing Strategy Differences Can Create Conflict
LESSONS LEARNED
- Drawn from Byetta
- Product Launch Creates Locus for Industry Challenges
ABOUT BEST PRACTICES, LLC
|
Related Report
|
View Cart
