Question

Topic: Strategy

New Launches

Posted by Anonymous on 1/28/2009 at 1:47 AM ET 250 Points
We comparatively a small scale pharmaceutical company is going to launch 3 products out of which 2 (Mecobalamin, EsOmeprazole) are conventional and one (Prgabalin) is relatively a new molecule in our market.

My boss gave me this task to launch these three new molecules with the same team (without any addition of new head counts i.e. total 24 representatives) through out the country. My current team is already promoting 4 products in 3 different specialties i.e. GPs, Chest, ENT. (total 150 customers). The 3 new products require an addition of 3 more specialties i.e. Neuro Physicians, Internal Medicine, Gastroenterologists.

All i need is following;

1. What could be the best strategy in terms of customer targeting (should we add 25 more doctors of new specialties or more what?)

2. What 3-4 hardcore promotional strategies i can use for these 3 new brands (like Pain management clinics, KOLs/Influencer development Program..i mean i would like to know the modality of all such promo campaigns)

3. What could be the state of art methodology for convincing internal field force i.e. Reps..like offsite trainings. activities)

2.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 1/29/2009 at 4:09 PM Accepted
    The kinds of questions you ask are typically part of a major project, not a "quick hit" in an online forum.

    There are a number of folks here who have done marketing in the pharmaceutical industry and/or selling to doctors, but the rules and tactics are different for different countries, so you really do need a specialist.

    I'd suggest you post a project in the Hire an Expert section of this website. See the heading in the column at the right side of this page, and click on "Post a Project." (Don't forget to specify the country.)
  • Posted by steven.alker on 2/3/2009 at 5:08 PM Accepted
    I’ve got to agree with Michael. Anyone working in Pharma who would be prepared to suggest marketing strategies for a regulated industry where the bottom line for getting it wrong could be terminal (For the patient and the company) would have to be barking mad. You’d also have to be pretty foolhardy to accept such advice.

    I just thought through the additional information requirements for such advice and I stopped at 20 questions, starting with the regulatory regime and finishing with the ownership of the patent on the molecule. Out of interest, why does Pharma refer to marketing molecules, when scientists (like me for instance) glibly refer to products, pharmaceuticals, treatments and so on. Unless you have a bent for Avogadro’s number, talking about flogging molecules is weird.

    I would respectfully suggest that you ask the moderator if you can withdraw the question and use your points for a better defined posting with a reasonable chance of being answered in a useful manner. Or just plump for something less dangerous!

    Steve Alker
    Xspirt
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)