Successful product launch in the pharma sector
Confidential
Successful product launch in the pharma sector
Workshop
Confidential April 2016
Smart Pharma Consulting
1, rue Houdart de Lamotte ? 75015 Paris ? France Tel.: +33 6 11 96 33 78 ? Fax: +33 1 45 57 46 59 E-mail: jmpeny@smart- Website: smart-
Smart Pharma Consulting
1. Introduction
Confidential
A successful global launch relies on four key success factors related to organizational aspects
Key success factors
1
4
Efficient team organization at corporate
and affiliates level
Well designed and communicated launch
plan / processes
ORGANIZATIONAL KEY SUCCESS FACTORS
2
Use of a unique monitoring tool throughout the company
Fully documented information
3
and guidelines provided by
corporate to affiliates
Sources: Smart Pharma Consulting analyses Merck ? Successful product launch in the pharma sector
2
April 2016
1
Smart Pharma Consulting
2. Key steps
Confidential
Seven processes are critical for a global product launch and therefore require to be properly designed and communicated within the company
Launch plan / Key processes
Average 24 months
Average 36 months
Average 18 months
Average 18 months
Phase II
Phase III
Submission phase Post-launch phase
LD - 36
Submission date
Prelaunch
Launch
1
Key influencers management
2
Positioning ? Segmentation & Targeting
3
Pricing and reimbursement
4
Branding & Distribution
5
Pre-Launch & Launch kit development
6
Sales force training
7
Implementation of the launch plan
Sources: Smart Pharma Consulting analyses Merck ? Successful product launch in the pharma sector
3
April 2016
1
Smart Pharma Consulting
2. Key steps
Confidential
The management of key influencers is critical to the success of new products because they will help optimize the value perceived by the different stakeholders
1. Key influencers management
Average 24 months Phase II
Average 36 months
Average 18 months
Average 18 months
Phase III
Submission phase Post-launch phase
LD - 36
Submission date
Prelaunch
Launch
Management of key influencers
Identification of key influencers
Setting of strategy to manage
key influencers
Key issues to be addressed
Who are the key influencers that will support the new products, before and after launch?
Which strategy to put in place to manage influencers?
What are the key initiatives to be implemented and when (e.g. clinical studies, advisory boards, lectures)?
Implementation of key initiatives to obtain the support
of influencers at launch
Sources: Smart Pharma Consulting analyses Merck ? Successful product launch in the pharma sector
4
April 2016
Note: LD: Launch Date
Smart Pharma Consulting
2. Key steps
Confidential
The positioning of the new product and the targeting of clients should be fine-tuned at affiliate level based on local regulations, competition, physicians and centers
2. Positioning ? Segmenting & Targeting
Average 24 months Phase II
Average 36 months
Average 18 months
Average 18 months
Phase III
Submission phase Post-launch phase
LD - 36
Submission date
Prelaunch
Launch
Positioning ? Segmentation & Targeting
Key issues to be addressed How to position the new product to best
differentiate from competitors:
Better efficacy, safety, convenience?
Economic benefit ?
Should the "corporate" positioning be adjusted to the local environment?
Who should be the primary client target:
Hospital specialists / office-based specialists?
GPs?
Nurses?
Pharmacists?
Preliminary positioning
Final positioning
Validation by affiliate / corporate
Preliminary targeting
Final targeting
Validation by affiliate / corporate
Sources: Smart Pharma Consulting analyses Merck ? Successful product launch in the pharma sector
5
April 2016
Note: LD: Launch Date
Smart Pharma Consulting
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