Launching Megabrands in Pharmaceuticals

Launching Pharmaceutical Megabrands

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

Market needs analysis

Improved product positioning and market acceptance.

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

• 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

• 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

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 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

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

• Field force detailing and sampling

• DTC marketing • CME programs • Professional journal advertising

How do top companies spend their money ?

New opportunities in the Digital world

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

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

Advisor ( 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