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Pre-Launch Planning: Priming Your Pharmaceutical Brand for Profit and Success
Dr Andree Bates examines the concept and components of effective pre-launch planning and analyzes the environment for Pharmaceuticals today in efforts to understand why comprehensive planning for launch is increasingly important in determining ROI.
Publication Date: 15 November 2008
Pages: 46
ISBN: 9780980182767
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downloadable pdf(0.92MB)
Price:
£997.00
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Publication Overview
In today’s environment, Pharmaceutical companies find themselves in a bind. Until recently, if drugs made over $500 Million in annual revenue within three to five years of launch, they were considered hugely successful. They were a support to an extensive company portfolio and a component of greater company profit.
However, things have changed. The standards for a successful drug have become much higher and much more dangerous. Everyone is searching for the new product that posts incredible sales from the moment it’s on the market, and if they don’t find it, trouble may be on the horizon.
The reasons behind this are easy to understand. With so many revenue-producing drugs going off patent shortly (Lipitor, Cozaar, Fosamax, Singulair, etc.), companies are facing sales that are increasingly slow as well as large holes in their balance sheets. In addition, with the stakes high and available funds low, pipelines are drying up. Add to this the closer scrutiny of safety issues, the rise of Generics, slower physician acceptance and adoption of new therapies, and the Pharma Industry is in trouble.
Every Pharma company today is hoping to achieve their own immediate winners, the drugs that are successful right from the start and provide years of business-sustaining profit. With this goal comes an interesting development for marketers: The power of marketing is recognized. The C-Suite has the evidence at hand and can come to only one conclusion: consistent and robust investment in sales and marketing are key to achieving those blockbuster launches. Marketing and sales can literally mean billions during a drug’s launch and during the lifetime value. A product’s shaping, positioning, sales uptake and market performance, with proper marketing focus and support, can translate to the elusive blockbuster.
The power is there... But how can marketers deliver? More and more, companies are expecting marketers to be instrumental at the key moment of launch, and marketers are under extreme pressure. To deliver on the high hopes of Pharmaceutical brand launches, companies must engage in comprehensive pre-launch planning.
In this report, we examine the concept and components of effective pre-launch planning. We analyze the environment for Pharmaceuticals today in efforts to understand why launch is increasingly important. We describe the phases of pre-launch planning. We look at key organizational strategies, marketing tactics, regulatory considerations, and even global issues.
Finally, to help companies make tough decisions and engage in effective planning, we examine powerful pre-launch analytics techniques and case studies of success.
ABOUT THE AUTHOR
Dr Andrée Bates is the Managing Director of Eularis, a company that applies sophisticated analytical processes to quantify the sales impact of specific marketing programmes for pharmaceutical brands. These analyses determine the financial return for individual sales and marketing activities, as well as the optimal synergistic combination of activities (and budgets) to have maximum market share growth. Eularis offers brands and their agencies the bottom-line facts: what messages, what activities (and what budgets) - in what combination - will provide what market share for your brand.
Andrée's career has encompassed academic, clinical and pharmaceutical positions internationally. She has gained wide recognition within the healthcare industry internationally for ROI and marketing effectiveness measures in pharmaceutical marketing. She is the author of many publications on this topic in peer-reviewed journals. In addition, Andrée has been invited to lecture on e-detailing ROI in the Pharmaceutical MBA programme at INSEAD Business School and on marketing ROI at the Center for Pharmaceutical Marketing Studies, Erivan K. Haub School of Business, St. Joseph's University, Philadelphia.
CONTENTS
EXECUTIVE SUMMARY
CHAPTER 1: IMPORTANCE OF BRAND LAUNCHES IN TODAY’S PHARMA ENVIRONMENT
CHAPTER 2: INITIAL PRE-LAUNCH STRATEGY -- A PLANNING FRAMEWORK
CHAPTER 3: EARLY PRE-LAUNCH PLANNING -- INITIAL MARKETING PLANS
CHAPTER 4: PRE-LAUNCH PLANNING: REGULATORY ISSUES
CHAPTER 5: LATE STAGE PRE-LAUNCH -- HONING MARKETING STRATEGIES
CHAPTER 6: ANALYTICS AND TIME LINES TO ASSIST IN PRE-LAUNCH PLANNING
CHAPTER 7: LAUNCHES AND ANALYTICS -- CASE STUDY ANALYSIS
CHAPTER 8: CONCLUSIONS AND FINAL THOUGHTS
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