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

Table of Contents

EXECUTIVE SUMMARY

• Project Overview
• Survey Methodology
• Report Structure & Organization
• Key Findings and Recommendation
• Next Steps

SETTING RE-LAUNCH STRATEGY

• Chapter Contents
• Building the Business Case for Re-launch
• Selecting your Pathway for Success: Identifying the Best Re-launch Strategy or Approach
• Align with Market Demand
• Engaging Leadership to Win Support for Re-launch
• Considering Lifecycle Opportunities and Risks
• Managing Expectations for the Re-launch
• Winning Staff and Field Support
• Avoiding Group Think
• Brand Team Leadership: Assessing which Horse to Ride

RE-DEFINING BRAND CHARACTER

• Chapter Contents
• Resetting the Product.s Positioning
• Defining a New Core Message
• Communicating a New Core Message to Physicians
• Maximizing the Portfolio
• Gaining Thought Leader Support

WINNING THE HEARTS AND MINDS OF THE SALES ORGANIZATION

• Chapter Contents
• Aligning Sales Force Tactics to Product Re-launch Strategy
• Creating Excitement and Support
• Shifting Product Placement
• Equipping the Sales Force for Re-launch Success
• Shifting Resources to Ensure Success
• Marrying Execution and Systems to Optimize Sales Uptake
• Training: Engaging the Field on the New Positioning
• Optimizing Sales Force Promotions through Careful Physician Decile Targeting

MARKETING INVESTMENT LEVELS

• Chapter Contents
• Multi-faceted Approach to Designing the Marketing Mix
• Structure Approach to Winning Resources
• Benchmarking First Launch and the Competition
• Managing Stigma from the First Launch
• Marketing Mix: Apply Key Marketing Levers to Drive Success
• Investment Allocation: Strategies to Optimize Resources and Minimize Risk
• Monitor Success: Adjust Investment Strategy to Reflect Post-Re-launch Reality

CASE STUDIES

• Case Studies on Zithromax & Wellbutrin XL
• Key Lessons Learned and Pitfalls