Countdown to Launch
Jon Bircher and Joanna Potts
When NASA launches a rocket, most of the hard work is already done. The flight itself is relatively short, yet years of preparation have gone into making sure it takes off with the right trajectory and the flight is successful.
A good analogy, then for the launch of a pharmaceutical product. Various research has shown that on average there are just six months post-launch to make a new product successful - and that period is halved for launches in chronic or specialist fields.
The trajectory you establish in those first weeks of your product’s flight will essentially define the long term success of your brand. A sobering thought.
As overall pharmaceutical growth is reducing, there is more pressure on launches in today’s market conditions. There is an increasing concern over risk, with more rigorous studies and more pharmacovigilance required. At the same time, there are more hurdles to reimbursement, with a greater requirement for health outcomes and to demonstrate value.
On top of this, many companies are now investing in growth areas such as biopharmaceuticals, specialist pharmaceuticals and, increasingly, rare diseases and genetic disorders, that often require different approaches to launch.
En imagen Cialis que según los autores: "is one brand that has benefited from careful pre-launch planning"
10: Allow enough time
9: Build the right team
8: Create the right global/local dynamic
7: Assure reimbursement and access
6: Develop deep customer and market insight
5: Build a robust strategy
4: Get the positioning right
3: Shape the market
2: Develop a balanced scorecard and KPIs
1: Develop internal motivation and excitement
Take off!
MásJon Bircher is a head of Bespoke Consulting and Joanna Potts a senior consultant at The MSI Consultancy: www.msi.co.uk. Contact them atjbircher@msi.co.uk and jpotts@msi.co.uk
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