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By Muhammad Zeeshan

Marketing Manager

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MARKET RESEARCH:

y To determine:

Target Market

Market needs

Positioning and strategy

New product strengths and weaknesses

Company strengths and weaknesses

Packaging/ pricing

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MARKET RESEARCH:

yFocus Group Meetings

To distill product concept

Key promotional messages

Anticipate product resistances

Know strong points of competition

Unfulfilled needs of MDs

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PRELAUNCH:yMarketing PlanAnticipated date ofregistration approval

Update ofSWOT analysis

yPreparation of training materials

Clinical trials

or seeding trials

Organization ofscientific meetings

Participation at regional congresses

Final marketing plan

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PRELAUNCH:Field Force Training:Materials to be sent one month before launch

With self-tests to check learning

Selection ofKey AccountsHospital mapping

MD targeting and profilingPress Conference

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PRELAUNCH:yFinal 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

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P

RELAUNCH: Incentive plan, quota per Rep

Distributio

n plan: initial stoc

king and terms Pre-announcement letters to MDs (teasers)

Skills models

Video models for use at launch role plays

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LAUNCH: Launch letters to MDs, pharmacists, etc.

Press relations Symposia

Video news releases

Press kit

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LAUNCH:

Formulary kit

Pro

duct m

ono

graph Collection ofkeyclinical studies

Seeding trials expanded

Profiling target MDs

Action plans per territory

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DURING THE LAUNCHPROGRAM:

yFocus on Selling Skills

MD selection

Pre-call planning

Probing for needs

Features and benefits

Clinical studies

The effective use of the monograph

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FOCUS ON SELLING SKILLS TO SELL

NEWPRODUCT

Cost effectiveness

Handling objections

Handling competition

Ensuring that first trials are successful

Group presentations

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FOCUS ON SELLING SKILLS TO SELLNEWPRODUCT

y How to put the new product into the hospital

y formulary

y Doing a Hospital Action Plan

y Presentations to nurses, pharmacists

y Sampling allocation and plan

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LAUNCH: Medical Education Program

Patient Education Program

Gimmicks, posters, etc.

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P

OST LAUNCH:

Analyze effectiveness oftactics and effectiveness of

message

Analyze competitive response

Market and prescription survey

Handling MD queries

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POST LAUNCH Handling MD resistance

Post launch bulletin

Producing the Audio Cassette Training Program, Post

Launch Feedback

Revising plans

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POST LAUNCH: Celebrating successes

Selling tips New ideas to reinforce messages

Interviewing happy users ofnew product

How to respond to Reps questions

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NEWPRODUCT LAUNCH(Tactics)

The success ofa new product launch depends

Largelyon the planning and preparation you investin the launch ofyour new product.

Proper planning, preparation and practice

prevent poor performance.