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How to Effectively

Launch
a New Product
Perri Cebedo and Associates
Sales and Marketing Training International

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MARKET RESEARCH:

■ To determine:
– Target Market
– Market needs
– Positioning and strategy
– New product strengths and weaknesses
– Company strengths and weaknesses
– Packaging/ pricing

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MARKET RESEARCH:

■ Focus Group Meetings


– To distill product concept
– Key promotional messages
– Anticipate product resistances
– Know strong points of competition
– Unfulfilled needs of MDs

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PRELAUNCH:

■ Marketing Plan
– Anticipated date of registration approval
– Update of SWOT analysis
■ Preparation of training materials
■ Clinical trials or seeding trials
■ Organization of scientific meetings
■ Participation at regional congresses
■ Final marketing plan

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PRELAUNCH:

■ Field Force Training:


– Materials to be sent one month before launch
– With self-tests to check learning
■ Selection of Key Accounts
– Hospital mapping
– MD targeting and profiling
■ Press Conference

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PRELAUNCH:

■ Final Launch Plan


– Emphasis on skill building
– Provide time for role play
– All information should be given prior to launch date
– Involve the field force in launch planning to get
“Buy-In” and generate enthusiasm

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PRELAUNCH:

■ Incentive plan, quota per Rep


■ Distribution plan: initial stocking and terms
■ Pre-announcement letters to MD’s (teasers)
■ Skills models
– Video models for use at launch role plays

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LAUNCH:

■ Launch letters to MDs, pharmacists, et al.


■ Press relations
■ Symposia
■ Video news releases
■ Press kit

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LAUNCH:

■ Formulary kit
■ Product monograph
■ Collection of key clinical studies
■ Seeding trials expanded
■ Profiling target MDs
■ Action plans per territory

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DURING THE LAUNCH PROGRAM:

■ Focus on Selling Skills


– MD selection
– Pre-call planning
– Probing for needs
– Features and benefits
– Clinical studies
– The effective use of the monograph

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FOCUS ON SELLING SKILLS TO SELL
NEW PRODUCT:
■ Cost effectiveness
■ Handling objections
■ Handling competition
■ Ensuring that first trials are successful
■ Group presentations

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FOCUS ON SELLING SKILLS TO SELL
NEW PRODUCT:
■ How to put the new product into the hospital
formulary
■ Doing a Hospital Action Plan
■ Presentations to nurses, pharmacists
■ Sampling allocation and plan

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LAUNCH:

■ Medical Education Program


■ Patient Education Program
■ Gimmicks, posters, etc.

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POST LAUNCH:

■ Analyze effectiveness of tactics and effectiveness of


message
■ Analyze competitive response
■ Market and prescription survey
■ Handling MD queries

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POST LAUNCH:

■ Handling MD resistance
■ Post launch bulletin
■ Producing the Audio Cassette Training Program, Post
Launch Feedback
■ Revising plans

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POST LAUNCH:
■ Celebrating successes
■ Selling tips
■ New ideas to reinforce messages
■ Interviewing happy users of new product
■ How to respond to Rep’s questions

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NEW PRODUCT LAUNCH
(Tactics)

“The success of a new product launch depends largely


on the planning and preparation you invest in the
launch of your new product.”

“Proper planning, preparation and practice


prevent poor performance.”
- Perri

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