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 PreClinical Phase • Identify unmet medical needs, market opportunities and competitive issues
Early inputs from Marketing team Marketing inputs to guide the Drug development Process
Market needs analysis
Improved product positioning and market acceptance.
Partnership between R&D and marketing As early as the Pre-Clinical Phase
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
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 Medical publications Disease awareness programs Thought leader and advocacy group development
Public relations CME programs Scientific meetings and symposia
Launch and post-launch Build 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 Media Overcrowded and unregulated
• Provides a new but unknown medium • Social networking docs write more scripts.-New Study • >70% onliners have searched for health information
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Medical Animation Library 2D/3D Medical & Scientific Illustrations 2D/3D Medical & Scientific Animations Flash based Interactive Applications Websites & Health Portals for Pharmaceutical & Healthcare Industry
Dr.Neelesh Bhandari M.B.B.S (AFMC),M.D (Path) P.G.P in Human Rights Advisor ( Medical Communications) Mark IV Animation Studios Pvt. Ltd.