Make sure you are fully prepared for launch. Here are some quick tips to check that you are on the right track.
Develop a deep understanding of your customers and the market you’re targeting
Long before a product is ready for sale, you should know the needs of patients with the disease, the needs of physicians treating these patients, trends in patient access and managed care acceptance, and reimbursement in the disease area, just to name a few. You must also understand your product in terms of the competition in the market, both now and in the foreseeable future. Knowing how your product will stack up against other players in the marketplace points towards the true benefits of your drug for customers.
Establish credible metrics tied to results by using analytics
Product launches provide excellent learning opportunities Pharma companies can use to strengthen their processes and set themselves up for continued successes. However, you need to have metrics in place that tie to actual results. Without the means of properly measuring success, and learning from mistakes, all the lessons of launch can be forgotten, and with them the opportunity to improve future launches.
Collaborate and communicate across departments
For effective pre-launch planning, company departments must work together. With a cross-functional team, R&D can learn the concerns and needs of marketers, incorporating new research points that can be instrumental in later positioning and sales. Also, the team guiding a Pharma product to market should combine leaders from all pay grades and units, chosen for skills that can transcend titles.
Conclusion
Realize that one size does not fit all
Each product launch will have its own unique challenges, timeframe, as well as resource and budget requirements. The key to better, customized product success far into the lifecycle is to consider strategies early, even in pre-launch. Product lifecycle management means more than plotting a counterattack against generics. A true product lifecycle strategy is focused on maximizing the profitability of a product over its life.
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To learn more about how Eularis can help you find the best solutions to the challenges faced by healthcare teams, please drop us a note or email the author at abates@eularis.com.