如何开发产品,产品上市,How_to_Effectively_Launch_a_new_product.ppt

* * * PLANNING FOR A NEW PRODUCT LAUNCH PAGE * How to Effectively Launch a New Product Dr Edgar Edgar.ding@yahoo.co.uk MARKET RESEARCH: To determine: Target Market Market needs Positioning and strategy New product strengths and weaknesses Company strengths and weaknesses Packaging/ pricing MARKET RESEARCH: Focus Group Meetings To distill product concept Key promotional messages Anticipate product resistances Know strong points of competition Unfulfilled needs of MDs PRELAUNCH: Marketing Plan Anticipated date of registration approval Update of SWOT analysis Preparation of training materials Clinical trials or seeding trials Organization of scientific meetings Participation at regional congresses Final marketing plan PRELAUNCH: Field Force Training: Materials to be sent one month before launch With self-tests to check learning Selection of Key Accounts Hospital mapping MD targeting and profiling Press Conference PRELAUNCH: Final 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 PRELAUNCH: Incentive plan, quota per Rep Distribution plan: initial stocking and terms Pre-announcement letters to MD’s (teasers) Skills models Video models for use at launch role plays LAUNCH: Launch letters to MDs, pharmacists, et al. Press relations Symposia Video news releases Press kit LAUNCH: Formulary kit Product monograph Collection of key clinical studies Seeding trials expanded Profiling target MDs Action plans per territory DURING THE LAUNCH PROGRAM: Focus on Selling Skills MD selection Pre-call planning Probing for needs Features and benefits Clinical studies The effective use of the monograph FOCUS ON SELLING SKILLS TO SELL NEW PRODUCT: Cost effectiveness Handling objections Handling competition Ensuring that first trials are successful Group presentations FOCUS ON SELLING SKILLS TO SELL NEW PRODUCT: How to put the new product in