First we must do our best in market research such as doing SWOT analysis for our new brand.
Pharmaceutical
companies must take the fundamental step of
identifying what decisions should be made for a specific launch ensuring a road
map, quality standards, resource benchmarks
, and a readiness process is in place
Pharmaceutical
companies must also shape and execute those
decisions effectively.
Each
launch has its own set of success factors, and we believe companies should
ensure they are exceptional at a handful of them at a minimum rather than
merely good at everything.
We
also advocate selecting, training, and motivating the extended launch team and
fostering a culture and management style that delivers great launches.
Today’s
environment requires such a systematic approach: pharmaceutical companies must
establish unmet needs in a disease area, develop deep customer insight as a
basis for a truly differentiated positioning, land the products safely in the
market and then put promotion plan for this new product.
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