how to effectively launch a new product2394234

7/23/2019 How to Effectively Launch a New Product2394234

http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 1/17

PLANNING FOR A NEW PRODUCT LAUNCH PAGE 1

How to EfectivelyLauncha New Product




MARKET RESEARCH:

To determine:

– Target Market

–Market needs

– Positioning and strategy

– New product strengths and weaknesses

– Company strengths and weaknesses

– Packaging/ pricing




MARKET RESEARCH:

Focu Grou! "eetin#

– 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 $

PRELAUNCH:

"%r&etin# P'%n

– Anticipated date of registration approal

–Update of !"#T analysis

Pre!%r%tion o( tr%inin# m%teri%'

C'inic%' tri%' or eedin# tri%'

Or#%ni)%tion o( cienti(ic meetin#

P%rtici!%tion %t re#ion%' con#ree

Fin%' m%r&etin# !'%n



PLANNING FOR A NEW PRODUCT LAUNCH PAGE *

PRELAUNCH:

Fie'd Force Tr%inin#:

– Materials to $e sent one month $efore launch

–"ith self%tests to check learning

+e'ection o( ,e- Account

– &ospital mapping

– MD targeting and profiling

Pre Con(erence



PLANNING FOR A NEW PRODUCT LAUNCH PAGE .

PRELAUNCH:

Final Launch Plan

– 'mphasis on skill $uilding

–Proide time for role play

– All information should $e gien prior to launch date

– (nole the field force in launch planning to get

)*uy%(n+ and generate enthusiasm


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 7/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE /

PRELAUNCH:

Incenti0e !'%n uot% !er Re!

Ditriution !'%n: initi%' toc&in# %nd term

Pre4%nnouncement 'etter to "D5 6te%er7

+&i'' mode'

– ,ideo models for use at launch role plays


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 8/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE 8

LAUNCH:

L%unc9 'etter to "D !9%rm%cit et %'

Pre re'%tion

+-m!oi%

;ideo ne< re'e%e

Pre &it


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 9/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE =

LAUNCH:

Formu'%r- &it

Product mono#r%!9

Co''ection o( &e- c'inic%' tudie

+eedin# tri%' e>!%nded

Pro(i'in# t%r#et "D

Action !'%n !er territor-


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 10/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE 1?

UR!N" THE LAUNCH PR#"RAM:

Focus on Selling Skills

– MD selection

–Pre%call planning

– Pro$ing for needs

– -eatures and $enefits

– Clinical studies

– The effectie use of the monograph



$#CUS #N SELL!N" SK!LLS T#

SELL NE% PR#UCT:

Cot e((ecti0ene

H%nd'in# o@ection

H%nd'in# com!etition

Enurin# t9%t (irt tri%' %re ucce(u'

Grou! !reent%tion



$#CUS #N SELL!N" SK!LLS T#

SELL NE% PR#UCT:

Ho< to !ut t9e ne< !roduct into t9e 9o!it%'

(ormu'%r-

Doin# % Ho!it%' Action P'%n Preent%tion to nure !9%rm%cit

+%m!'in# %''oc%tion %nd !'%n



LAUNCH:

"edic%' Educ%tion Pro#r%m

P%tient Educ%tion Pro#r%m

Gimmic& !oter etc


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 14/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE 1$

P#ST LAUNCH:

An%'-)e e((ecti0ene o( t%ctic %nd e((ecti0ene o(

me%#e

An%'-)e com!etiti0e re!one "%r&et %nd !recri!tion ur0e-

H%nd'in# "D uerie


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 15/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE 1*

P#ST LAUNCH:

H%nd'in# "D reit%nce

Pot '%unc9 u''etin

Producin# t9e Audio C%ette Tr%inin# Pro#r%m PotL%unc9 Feed%c&

Re0iin# !'%n


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 16/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE 1.

P#ST LAUNCH:

Ce'er%tin# uccee

+e''in# ti!

Ne< ide% to rein(orce me%#e Inter0ie<in# 9%!!- uer o( ne< !roduct

Ho< to re!ond to Re!5 uetion


http://slidepdf.com/reader/full/how-to-effectively-launch-a-new-product2394234 17/17PLANNING FOR A NEW PRODUCT LAUNCH PAGE 1/

NE% PR#UCT LAUNCH

&Tactic'(

“The success of a new product launch depends largely

on the planning and preparation you invest in thelaunch of your new product.”

“Proper planning, preparation and practice

prevent poor performance.”

Perri

how to effectively launch a new product2394234

Documents