|By Stan Bernard|
The most egregious sin of all is companies and consulting firms that actively perpetuate and promote the first six sins in so-called “Launch Excellence Programs.” Increasingly, companies are recognizing that many of their product launches have failed to meet corporate and market expectations. As a result, they hire consulting firms or initiate internal launch excellence centers to try to counter this trend. These training programs often teach and embed across the organization the very Pharma 1.0 launch strategies and tactics that caused previous product launches to fail. Consequently, many of these “Launch Excellence Programs” are in actuality “Launch Failure Programs.”
Pharma professionals and brand teams that avoid or at least learn from these seven potential sins will dramatically enhance product launch success. As Malcolm Forbes so eloquently stated, “Failure is success if we learn from it.”
The Seven Deadly Sins of Product Launches (VI): Sin #6 Failure to pressure-test the pre-launch plan.