Download - How to Effectively
-
8/8/2019 How to Effectively
1/17
By Muhammad Zeeshan
Marketing Manager
-
8/8/2019 How to Effectively
2/17
MARKET RESEARCH:
y To determine:
Target Market
Market needs
Positioning and strategy
New product strengths and weaknesses
Company strengths and weaknesses
Packaging/ pricing
-
8/8/2019 How to Effectively
3/17
MARKET RESEARCH:
yFocus Group Meetings
To distill product concept
Key promotional messages
Anticipate product resistances
Know strong points of competition
Unfulfilled needs of MDs
-
8/8/2019 How to Effectively
4/17
PRELAUNCH:yMarketing PlanAnticipated date ofregistration approval
Update ofSWOT analysis
yPreparation of training materials
Clinical trials
or seeding trials
Organization ofscientific meetings
Participation at regional congresses
Final marketing plan
-
8/8/2019 How to Effectively
5/17
PRELAUNCH:Field Force Training:Materials to be sent one month before launch
With self-tests to check learning
Selection ofKey AccountsHospital mapping
MD targeting and profilingPress Conference
-
8/8/2019 How to Effectively
6/17
PRELAUNCH:yFinal Launch Plan
Emphasis on skill building
Provide time for role play
All information should be given prior to launch date
Involve the field force in launch planning to get
Buy-In and generate enthusiasm
-
8/8/2019 How to Effectively
7/17
P
RELAUNCH: Incentive plan, quota per Rep
Distributio
n plan: initial stoc
king and terms Pre-announcement letters to MDs (teasers)
Skills models
Video models for use at launch role plays
-
8/8/2019 How to Effectively
8/17
LAUNCH: Launch letters to MDs, pharmacists, etc.
Press relations Symposia
Video news releases
Press kit
-
8/8/2019 How to Effectively
9/17
LAUNCH:
Formulary kit
Pro
duct m
ono
graph Collection ofkeyclinical studies
Seeding trials expanded
Profiling target MDs
Action plans per territory
-
8/8/2019 How to Effectively
10/17
DURING THE LAUNCHPROGRAM:
yFocus on Selling Skills
MD selection
Pre-call planning
Probing for needs
Features and benefits
Clinical studies
The effective use of the monograph
-
8/8/2019 How to Effectively
11/17
FOCUS ON SELLING SKILLS TO SELL
NEWPRODUCT
Cost effectiveness
Handling objections
Handling competition
Ensuring that first trials are successful
Group presentations
-
8/8/2019 How to Effectively
12/17
FOCUS ON SELLING SKILLS TO SELLNEWPRODUCT
y How to put the new product into the hospital
y formulary
y Doing a Hospital Action Plan
y Presentations to nurses, pharmacists
y Sampling allocation and plan
-
8/8/2019 How to Effectively
13/17
LAUNCH: Medical Education Program
Patient Education Program
Gimmicks, posters, etc.
-
8/8/2019 How to Effectively
14/17
P
OST LAUNCH:
Analyze effectiveness oftactics and effectiveness of
message
Analyze competitive response
Market and prescription survey
Handling MD queries
-
8/8/2019 How to Effectively
15/17
POST LAUNCH Handling MD resistance
Post launch bulletin
Producing the Audio Cassette Training Program, Post
Launch Feedback
Revising plans
-
8/8/2019 How to Effectively
16/17
POST LAUNCH: Celebrating successes
Selling tips New ideas to reinforce messages
Interviewing happy users ofnew product
How to respond to Reps questions
-
8/8/2019 How to Effectively
17/17
NEWPRODUCT LAUNCH(Tactics)
The success ofa new product launch depends
Largelyon the planning and preparation you investin the launch ofyour new product.
Proper planning, preparation and practice
prevent poor performance.