closed-loop marketing - new product commercialization
DESCRIPTION
Learn how Closed-loop Marketing is an essential tool for the launch of a new pharmaceutical product.TRANSCRIPT
![Page 1: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/1.jpg)
The Impact of Closed-loop Marketing on the Successful Commercialization of a New Product
![Page 2: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/2.jpg)
2
Evidenced-based Decision Making
Mange Business from Rx Pad Back
What is Closed-loop Marketing?
![Page 3: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/3.jpg)
3
Closed-loop Marketing – Evidenced based Decision Making
Evidenced-based Decision Making
Mange Business from Rx Pad Back
![Page 4: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/4.jpg)
4
Closed-loop Marketing – Promotional Framework Established
Adoption Process of a new pharmaceutical agent is complex
Define the Clinical Problem
Position in Practice
Review Options
Get Trial
Capture Trial Criteria
Review Trial Progress
Ensure TrialSuccess
![Page 5: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/5.jpg)
5
Impact of Closed-loop Marketing on a New Product Launch?
6 Ways
![Page 6: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/6.jpg)
6
Impact of CLM on a New Product Launch?
#1 Pre-launch Promotion
![Page 7: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/7.jpg)
7
Traditional Pre-launch Promotion
Proactive versus re-activeDialogue versus Monologue
Feedback versus Silence
![Page 8: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/8.jpg)
8
Define a Clinical Problem Review Options Launch
New Product Launch Pre-launch Promotion
Pre-launch ...Get Telaprevir Trial...Manage Telaprevir Trial...Position Telaprevir in Practice
![Page 9: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/9.jpg)
9
New Product Launch Pre-launch Promotion:E-detailing
![Page 10: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/10.jpg)
10
New Product Launch Pre-launch Promotion:Hit the Ground Running
Provide your sales force with a framework to jump start the prescribing habit
![Page 11: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/11.jpg)
11
Impact of CLM on a New Product Launch?
#2 Contract the Sales Cycle
![Page 12: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/12.jpg)
12
Contract the a New Product Launch Sales Cycle
Contracted Sales Curve
Time
Reve
nue
Entry Growth Mature
Revenue
Spending
Traditional Sales Curve
Move Most Valuable Physician Group into the Growth Phase faster
![Page 13: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/13.jpg)
13
Impact of CLM on a New Product Launch?
#3 Exploit the Window of Opportunity
![Page 14: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/14.jpg)
14
Market exclusivity – years reduced to months
Exploit the Window of Opportunity
![Page 15: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/15.jpg)
15
Exploit the Window of Opportunity
Market exclusivity = months
![Page 16: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/16.jpg)
16
Impact of CLM on a New Product Launch?
#4 Manage the Adoption Process
![Page 17: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/17.jpg)
17
Manage the Adoption Process
Manage a New Product Trial versus Current Entrenched Agents
Manage New Product Trial versus other New Products
![Page 18: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/18.jpg)
18
Impact of CLM on a New Product Launch?
#5 Opportunity and Activity in Sync
![Page 19: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/19.jpg)
19
Opportunity & Activity in Sync:Different Customers = Different Promotional Tactics
Heptologists >200 in US
Gastroenterologist Carve out
HCV Specialty
Primary CareDiagnose More
Nurse Practioners Patient Management
Example New Hepatitis C Products
![Page 20: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/20.jpg)
20
Opportunity & Activity in Sync
Assessing Selling
![Page 21: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/21.jpg)
21
Impact of CLM on a New Product Launch?
#6 Real-time Campaign Management
![Page 22: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/22.jpg)
22
Real-time Campaign Management
NRx Data Call Notes Sales Data
Backward looking - accuracy / meaning /
timing?
Cannot be analyzed – subjective rambling narrative
Market lagging – no predictive capability
![Page 23: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/23.jpg)
23
Real-time Campaign Management:Adoption Stall
![Page 24: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/24.jpg)
24
Closed-loop Marketing Impact ona New Product Launch Commercialization Summary
1. Prelaunch Promotion
2. Contract the Sales Cycle
3. Exploit Window of Opportunity
4. Mange the Adoption Process
5. Opportunity & Activity in Sync
6. Real-time Campaign Management
It is only through a lifecycle specific Closed-loop Marketing solution with its innovative
enabling technology and business processes that key commercialization activities can be
Executed, Tracked and Re-acted to:
![Page 25: Closed-loop Marketing - New Product Commercialization](https://reader033.vdocument.in/reader033/viewer/2022051818/54c20f444a7959d4368b4612/html5/thumbnails/25.jpg)
25
Questions
David Delong, Chief Customer EvangelistThe Customer Management Group(800)[email protected]