Launching Pharmaceutical Megabrands-Ma

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Presentation Description

The basics of Pharmaceutical marketing and launching new drugs- based on the study of best practices at 13 top international Pharma MNCs, including Pfizer and Novartis

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By: aneekgupta (124 month(s) ago)

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Presentation Transcript

Launching Pharmaceutical Megabrands : 

Launching Pharmaceutical Megabrands Best Practises

Start Early. : 

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

Early inputs from Marketing teamMarketing inputs to guide the Drug development Process : 

Early inputs from Marketing teamMarketing inputs to guide the Drug development Process Market needs analysis Improved product positioning and market acceptance.

Slide 4: 

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

Good communication : 

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.

Broad-based market research complex and evolving customer needs and competitive dynamics : 

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

Good use of Thought leaders : 

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.

What questions should thought leaders consider : 

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?

Pre-launch activities : 

Pre-launch activities CME programs Scientific meetings and symposia Public relations Medical publications Thought leader and advocacy group development Disease awareness programs

Launch and post-launchBuild upon pre-launch market development activities : 

Launch and post-launchBuild upon pre-launch market development activities • Field force detailing and sampling • DTC marketing • CME programs • Professional journal advertising

How do top companies spend their money ? : 

How do top companies spend their money ?

New opportunities in the Digital world : 

New opportunities in the Digital world

Social MediaOvercrowded and unregulated : 

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 Need for Guidelines..

Slide 14: 

Dr.Neelesh BhandariM.B.B.S (AFMC),M.D (Path)P.G.P in Human RightsAdvisor ( 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

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