logging in or signing up How to Effectively Launch a new product aSGuest121291 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 111 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: December 05, 2011 This Presentation is Public Favorites: 1 Presentation Description positioning strategy, Comments Posting comment... Premium member Presentation Transcript How to Effectively Launch a New Product: How to Effectively Launch a New Product Perri Cebedo and Associates Sales and Marketing Training InternationalMARKET RESEARCH:: MARKET RESEARCH: To determine: Target Market Market needs Positioning and strategy New product strengths and weaknesses Company strengths and weaknesses Packaging/ pricingMARKET RESEARCH:: MARKET RESEARCH: Focus Group Meetings To distill product concept Key promotional messages Anticipate product resistances Know strong points of competition Unfulfilled needs of MDsPRELAUNCH:: 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 planPRELAUNCH:: 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 ConferencePRELAUNCH:: 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 enthusiasmPRELAUNCH:: 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 playsLAUNCH:: LAUNCH: Launch letters to MDs, pharmacists, et al. Press relations Symposia Video news releases Press kitLAUNCH:: LAUNCH: Formulary kit Product monograph Collection of key clinical studies Seeding trials expanded Profiling target MDs Action plans per territoryDURING THE LAUNCH PROGRAM:: 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 monographFOCUS ON SELLING SKILLS TO SELL NEW PRODUCT:: FOCUS ON SELLING SKILLS TO SELL NEW PRODUCT: Cost effectiveness Handling objections Handling competition Ensuring that first trials are successful Group presentationsFOCUS ON SELLING SKILLS TO SELL NEW PRODUCT:: 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 planLAUNCH:: LAUNCH: Medical Education Program Patient Education Program Gimmicks, posters, etc.POST LAUNCH:: POST LAUNCH: Analyze effectiveness of tactics and effectiveness of message Analyze competitive response Market and prescription survey Handling MD queriesPOST LAUNCH:: POST LAUNCH: Handling MD resistance Post launch bulletin Producing the Audio Cassette Training Program, Post Launch Feedback Revising plansPOST LAUNCH:: POST LAUNCH: Celebrating successes Selling tips New ideas to reinforce messages Interviewing happy users of new product How to respond to Rep’s questionsNEW PRODUCT LAUNCH (Tactics): 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 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
How to Effectively Launch a new product aSGuest121291 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 111 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: December 05, 2011 This Presentation is Public Favorites: 1 Presentation Description positioning strategy, Comments Posting comment... Premium member Presentation Transcript How to Effectively Launch a New Product: How to Effectively Launch a New Product Perri Cebedo and Associates Sales and Marketing Training InternationalMARKET RESEARCH:: MARKET RESEARCH: To determine: Target Market Market needs Positioning and strategy New product strengths and weaknesses Company strengths and weaknesses Packaging/ pricingMARKET RESEARCH:: MARKET RESEARCH: Focus Group Meetings To distill product concept Key promotional messages Anticipate product resistances Know strong points of competition Unfulfilled needs of MDsPRELAUNCH:: 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 planPRELAUNCH:: 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 ConferencePRELAUNCH:: 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 enthusiasmPRELAUNCH:: 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 playsLAUNCH:: LAUNCH: Launch letters to MDs, pharmacists, et al. Press relations Symposia Video news releases Press kitLAUNCH:: LAUNCH: Formulary kit Product monograph Collection of key clinical studies Seeding trials expanded Profiling target MDs Action plans per territoryDURING THE LAUNCH PROGRAM:: 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 monographFOCUS ON SELLING SKILLS TO SELL NEW PRODUCT:: FOCUS ON SELLING SKILLS TO SELL NEW PRODUCT: Cost effectiveness Handling objections Handling competition Ensuring that first trials are successful Group presentationsFOCUS ON SELLING SKILLS TO SELL NEW PRODUCT:: 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 planLAUNCH:: LAUNCH: Medical Education Program Patient Education Program Gimmicks, posters, etc.POST LAUNCH:: POST LAUNCH: Analyze effectiveness of tactics and effectiveness of message Analyze competitive response Market and prescription survey Handling MD queriesPOST LAUNCH:: POST LAUNCH: Handling MD resistance Post launch bulletin Producing the Audio Cassette Training Program, Post Launch Feedback Revising plansPOST LAUNCH:: POST LAUNCH: Celebrating successes Selling tips New ideas to reinforce messages Interviewing happy users of new product How to respond to Rep’s questionsNEW PRODUCT LAUNCH (Tactics): 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