How to Effectively

Launch
a New Product

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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PRELAUNCH:

Incentive plan, quota per Rep

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

PLANNING FOR A NEW PRODUCT LAUNCH

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LAUNCH:

Launch letters to MDs, pharmacists, et al.

Press relations
Symposia
Video news releases
Press kit

PLANNING FOR A NEW PRODUCT LAUNCH

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LAUNCH:

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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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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 Reps questions

PLANNING FOR A NEW PRODUCT LAUNCH

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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

PLANNING FOR A NEW PRODUCT LAUNCH

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