launching megabrands in pharmaceuticals
DESCRIPTION
A study of the best practices at the top 13 pharmaceutical global companiesTRANSCRIPT
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Launching Pharmaceutical Megabrands
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Start Early.
• Its not how much money companies spend on marketing, but how well they spend it.
• Allocate marketing resources as early as the Pre-Clinical Phase
• Identify unmet medical needs, market opportunities and competitive issues
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Early inputs from Marketing teamMarketing inputs to guide the Drug development Process
Market needs analysis
Improved product positioning and market acceptance.
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One core Team
Employ cross-functional teams, based on the specific needs of each development phase
•Seamless phase-to-phase transition through early planning and retention of core team members
Partnership between R&D and marketing
As early as the Pre-Clinical Phase
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Good communication
• deploy robust technologies that enable rapid information sharing.
• Increase ease and frequency of face-to- face communication through co-location and regular meetings.
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Broad-based market research complex and evolving customer needs and competitive dynamics
• employ market segmentation research tools
• understand attitudes behaviors of patients and consumers as well as physician prescribers and pharmacists.
• understand the needs of payors, professionals and patient advocacy groups
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Good use of Thought leaders
Prioritize thought leaders by hierarchy of impact (global vs. continent or country unit).
• Involve both research-focused thought leaders and patient-focused thought leaders
• Thought leaders to provide consistent support throughout the entire product development and launch cycle.
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What questions should thought leaders consider• What studies are needed for promotional use?
• What new indications should be pursued? What clinical research might need to be conducted for additional indications in Phase IV?
• What competitive products are on the horizon, and what advantages are they expected to claim?
• What is the predicted response of other practicing physicians to the current labeling, dosage and indications?
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Pre-launch activities
CME programs
Scientific meetings and symposia
Public relations
Medical publications
Thought leader and advocacy group development
Disease awareness programs
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Launch and post-launchBuild upon pre-launch market development activities
• Field force detailing and sampling
• DTC marketing • CME programs • Professional journal advertising
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How do top companies spend their money ?
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New opportunities in the Digital world
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Social MediaOvercrowded and unregulated
• Provides a new but unknown medium• Social networking docs write more scripts.-New
Study• >70% onliners have searched for health information
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Dr.Neelesh BhandariM.B.B.S (AFMC),M.D (Path)P.G.P in Human Rights
Advisor ( Medical Communications)Mark IV Animation Studios Pvt. Ltd.
- Medical Animation Library - 2D/3D Medical & Scientific Illustrations - 2D/3D Medical & Scientific Animations - Flash based Interactive Applications - Websites & Health Portals for Pharmaceutical & Healthcare Industry