Description
The ppt talks about phases of product lauch & importance of each phase.
How to Effectively Launch a New Product
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 1
MARKET RESEARCH:
?
To determine:
– – – – – – Target Market Market needs Positioning and strategy New product strengths and weaknesses Company strengths and weaknesses Packaging/ pricing
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 2
MARKET RESEARCH:
?
Focus Group Meetings
– – – – – To distill product concept Key promotional messages Anticipate product resistances Know strong points of competition Unfulfilled needs of MDs
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 3
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 plan
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 4
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 Conference
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 5
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 enthusiasm
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 6
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 plays
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 7
LAUNCH:
? ? ? ? ?
Launch letters to MDs, pharmacists, et al. Press relations Symposia Video news releases Press kit
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 8
LAUNCH:
? ? ? ? ? ?
Formulary kit Product monograph Collection of key clinical studies Seeding trials expanded Profiling target MDs Action plans per territory
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 9
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 monograph
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 10
FOCUS ON SELLING SKILLS TO SELL NEW PRODUCT:
? ? ? ? ?
Cost effectiveness Handling objections Handling competition Ensuring that first trials are successful Group presentations
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 11
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 plan
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 12
LAUNCH:
? ? ?
Medical Education Program Patient Education Program Gimmicks, posters, etc.
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 13
POST LAUNCH:
? ?
?
?
Analyze effectiveness of tactics and effectiveness of message Analyze competitive response Market and prescription survey Handling MD queries
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 14
POST LAUNCH:
? ? ? ?
Handling MD resistance Post launch bulletin Producing the Audio Cassette Training Program, Post Launch Feedback Revising plans
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 15
POST LAUNCH:
?
? ? ? ?
Celebrating successes Selling tips New ideas to reinforce messages Interviewing happy users of new product How to respond to Rep’s questions
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 16
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
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 17
doc_852876693.pptx
The ppt talks about phases of product lauch & importance of each phase.
How to Effectively Launch a New Product
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 1
MARKET RESEARCH:
?
To determine:
– – – – – – Target Market Market needs Positioning and strategy New product strengths and weaknesses Company strengths and weaknesses Packaging/ pricing
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 2
MARKET RESEARCH:
?
Focus Group Meetings
– – – – – To distill product concept Key promotional messages Anticipate product resistances Know strong points of competition Unfulfilled needs of MDs
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 3
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 plan
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 4
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 Conference
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 5
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 enthusiasm
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 6
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 plays
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 7
LAUNCH:
? ? ? ? ?
Launch letters to MDs, pharmacists, et al. Press relations Symposia Video news releases Press kit
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 8
LAUNCH:
? ? ? ? ? ?
Formulary kit Product monograph Collection of key clinical studies Seeding trials expanded Profiling target MDs Action plans per territory
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 9
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 monograph
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 10
FOCUS ON SELLING SKILLS TO SELL NEW PRODUCT:
? ? ? ? ?
Cost effectiveness Handling objections Handling competition Ensuring that first trials are successful Group presentations
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 11
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 plan
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 12
LAUNCH:
? ? ?
Medical Education Program Patient Education Program Gimmicks, posters, etc.
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 13
POST LAUNCH:
? ?
?
?
Analyze effectiveness of tactics and effectiveness of message Analyze competitive response Market and prescription survey Handling MD queries
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 14
POST LAUNCH:
? ? ? ?
Handling MD resistance Post launch bulletin Producing the Audio Cassette Training Program, Post Launch Feedback Revising plans
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 15
POST LAUNCH:
?
? ? ? ?
Celebrating successes Selling tips New ideas to reinforce messages Interviewing happy users of new product How to respond to Rep’s questions
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 16
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
PLANNING FOR A NEW PRODUCT LAUNCH
PAGE 17
doc_852876693.pptx