closed-loop marketing - new product commercialization
DESCRIPTION
Learn how Closed-loop Marketing is an essential tool for the launch of a new pharmaceutical product.TRANSCRIPT
The Impact of Closed-loop Marketing on the Successful Commercialization of a New Product
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Evidenced-based Decision Making
Mange Business from Rx Pad Back
What is Closed-loop Marketing?
3
Closed-loop Marketing – Evidenced based Decision Making
Evidenced-based Decision Making
Mange Business from Rx Pad Back
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Closed-loop Marketing – Promotional Framework Established
Adoption Process of a new pharmaceutical agent is complex
Define the Clinical Problem
Position in Practice
Review Options
Get Trial
Capture Trial Criteria
Review Trial Progress
Ensure TrialSuccess
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Impact of Closed-loop Marketing on a New Product Launch?
6 Ways
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Impact of CLM on a New Product Launch?
#1 Pre-launch Promotion
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Traditional Pre-launch Promotion
Proactive versus re-activeDialogue versus Monologue
Feedback versus Silence
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Define a Clinical Problem Review Options Launch
New Product Launch Pre-launch Promotion
Pre-launch ...Get Telaprevir Trial...Manage Telaprevir Trial...Position Telaprevir in Practice
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New Product Launch Pre-launch Promotion:E-detailing
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New Product Launch Pre-launch Promotion:Hit the Ground Running
Provide your sales force with a framework to jump start the prescribing habit
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Impact of CLM on a New Product Launch?
#2 Contract the Sales Cycle
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Contract the a New Product Launch Sales Cycle
Contracted Sales Curve
Time
Reve
nue
Entry Growth Mature
Revenue
Spending
Traditional Sales Curve
Move Most Valuable Physician Group into the Growth Phase faster
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Impact of CLM on a New Product Launch?
#3 Exploit the Window of Opportunity
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Market exclusivity – years reduced to months
Exploit the Window of Opportunity
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Exploit the Window of Opportunity
Market exclusivity = months
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Impact of CLM on a New Product Launch?
#4 Manage the Adoption Process
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Manage the Adoption Process
Manage a New Product Trial versus Current Entrenched Agents
Manage New Product Trial versus other New Products
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Impact of CLM on a New Product Launch?
#5 Opportunity and Activity in Sync
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Opportunity & Activity in Sync:Different Customers = Different Promotional Tactics
Heptologists >200 in US
Gastroenterologist Carve out
HCV Specialty
Primary CareDiagnose More
Nurse Practioners Patient Management
Example New Hepatitis C Products
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Opportunity & Activity in Sync
Assessing Selling
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Impact of CLM on a New Product Launch?
#6 Real-time Campaign Management
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Real-time Campaign Management
NRx Data Call Notes Sales Data
Backward looking - accuracy / meaning /
timing?
Cannot be analyzed – subjective rambling narrative
Market lagging – no predictive capability
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Real-time Campaign Management:Adoption Stall
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Closed-loop Marketing Impact ona New Product Launch Commercialization Summary
1. Prelaunch Promotion
2. Contract the Sales Cycle
3. Exploit Window of Opportunity
4. Mange the Adoption Process
5. Opportunity & Activity in Sync
6. Real-time Campaign Management
It is only through a lifecycle specific Closed-loop Marketing solution with its innovative
enabling technology and business processes that key commercialization activities can be
Executed, Tracked and Re-acted to:
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Questions
David Delong, Chief Customer EvangelistThe Customer Management Group(800)[email protected]