Abstract
Product teams must begin their relaunch planning early to incorporate it into
a strong overall lifecycle management strategy. As product teams enter Phase 2
of development for their initial launch, they are often planning their
relaunch strategies for years later. Early planning is one of the key factors
in making a product relaunch successful.
Cutting Edge Information analyzed the relaunch strategies outlined in this
study into two categories: Line Extensions and New Market Entries. Each line
extension or new market entry strategy profiled in this study includes a
detailed analysis of:
- Implementation costs
- Time to implement
- Strategy outcome in terms of revenue
- Market share protection gained from implementing the tactic
Product relaunch success is a combination of timing, investment and the
science behind each drug. A drug manufacturer must first identify whether a
compound may be a viable relaunch candidate. Then, the manufacturer must
determine the level of investment necessary to bring a relaunch product to
market. The next, and perhaps most important, step is for the product team to
determine when to relaunch the drug.
Cutting Edge Information' s report, Pharmaceutical Product Relaunch: Preserving
Market Share through Line Extension and New Market Entry Strategies , includes
valuable benchmarks that will help you understand the science, investments and
timing behind common relaunch strategies.
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