how to effectively launch a new product2394234
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PLANNING FOR A NEW PRODUCT LAUNCH PAGE 1
How to EfectivelyLauncha New Product
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PLANNING FOR A NEW PRODUCT LAUNCH PAGE 2
MARKET RESEARCH:
To determine:
– Target Market
–Market needs
– Positioning and strategy
– New product strengths and weaknesses
– Company strengths and weaknesses
– Packaging/ pricing
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PLANNING FOR A NEW PRODUCT LAUNCH PAGE 3
MARKET RESEARCH:
Focu Grou! "eetin#
– To distill product concept
–Key promotional messages
– Anticipate product resistances
– Know strong points of competition
– Unfulfilled needs of MDs
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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
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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
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PLANNING FOR A NEW PRODUCT LAUNCH PAGE .
PRELAUNCH:
Final Launch Plan
– 'mphasis on skill $uilding
–Proide time for role play
– All information should $e gien prior to launch date
– (nole the field force in launch planning to get
)*uy%(n+ and generate enthusiasm
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PRELAUNCH:
Incenti0e !'%n uot% !er Re!
Ditriution !'%n: initi%' toc&in# %nd term
Pre4%nnouncement 'etter to "D5 6te%er7
+&i'' mode'
– ,ideo models for use at launch role plays
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LAUNCH:
L%unc9 'etter to "D !9%rm%cit et %'
Pre re'%tion
+-m!oi%
;ideo ne< re'e%e
Pre &it
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LAUNCH:
Formu'%r- &it
Product mono#r%!9
Co''ection o( &e- c'inic%' tudie
+eedin# tri%' e>!%nded
Pro(i'in# t%r#et "D
Action !'%n !er territor-
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UR!N" THE LAUNCH PR#"RAM:
Focus on Selling Skills
– MD selection
–Pre%call planning
– Pro$ing for needs
– -eatures and $enefits
– Clinical studies
– The effectie use of the monograph
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$#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
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$#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
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LAUNCH:
"edic%' Educ%tion Pro#r%m
P%tient Educ%tion Pro#r%m
Gimmic& !oter etc
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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
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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
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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
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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