Launching Pharmaceutical Blockbusters: Marketing to the Consumer

Apr 11, 2001, 01:00 ET from Best Practices, LLC

    CHAPEL HILL, N.C., April 11 /PRNewswire/ -- In the age of consumer
 empowerment, the pharmaceutical industry has been quick to adopt an emerging
 marketing credo - marketing directly to the consumer yields blockbuster
 products.  As a growing number of sources influence consumers' buying
 decisions, leading companies turn to savvy marketing tactics to boost sales
 uptake and reach peak sales in record time, according to research conducted by
 pharmaceutical benchmarking leader Best Practices, LLC.
     "Best Practices in Global Pharmaceutical Launches," available at
 www.BenchmarkingReports.com, reveals that marketing executives and product
 managers are investing more time and money to reach consumers prior to launch.
 In fact, one company places news stories in key publications six- to- nine
 months before launch to target end users.
     The leading practices, managerial insights and benchmark metrics in "Best
 Practices in Global Pharmaceutical Launches" are drawn from executive
 interviews with 11 companies covering 12 product launches.  In addition to
 direct-to-consumer (DTC) marketing, BPLLC project analysts identified other
 key drivers in achieving global launch success, including:
     * Integrate marketing strategy, structure, resources and planning to
       achieve rapid sales uptake.
     * Manage thought leader programs as an integrated, multi-phased process to
       shape clinical development and market acceptance.
     * Develop an integrated launch strategy to quickly achieve "share of
       voice" in a competitive marketplace.
     * Integrate market research with the design of clinical trials to identify
       market need gaps and fine-tune product positioning.
     * Employ a collaborative approach to branding development to ensure global
       implementation success.
 
     "Many pharmaceutical companies have had explosive product launches," says
 senior project manager David Wang.  "Through our research, we've gathered the
 best practices of several major launches and combined them into one report."
     "Best Practices in Global Pharmaceutical Launches" is available for
 purchase at http://www.BenchmarkingReports.com/pr/sm120.htm.  For more
 information about the report or to receive information about other
 benchmarking studies, contact Alison Maguire at amaguire@best-in-class.com or
 919-403-0251, extension 250.
 
     ABOUT BEST PRACTICES, LLC
     Best Practices, LLC, of Chapel Hill, NC, conducts work based on the
 principle that organizations can chart a course to superior economic
 performance by studying top companies' best business practices, operating
 tactics, and winning strategies.  For more information about Best Practices,
 LLC, call 919-403-0251 or visit the corporate website at
 http://www.best-in-class.com/.
 
 

SOURCE Best Practices, LLC
    CHAPEL HILL, N.C., April 11 /PRNewswire/ -- In the age of consumer
 empowerment, the pharmaceutical industry has been quick to adopt an emerging
 marketing credo - marketing directly to the consumer yields blockbuster
 products.  As a growing number of sources influence consumers' buying
 decisions, leading companies turn to savvy marketing tactics to boost sales
 uptake and reach peak sales in record time, according to research conducted by
 pharmaceutical benchmarking leader Best Practices, LLC.
     "Best Practices in Global Pharmaceutical Launches," available at
 www.BenchmarkingReports.com, reveals that marketing executives and product
 managers are investing more time and money to reach consumers prior to launch.
 In fact, one company places news stories in key publications six- to- nine
 months before launch to target end users.
     The leading practices, managerial insights and benchmark metrics in "Best
 Practices in Global Pharmaceutical Launches" are drawn from executive
 interviews with 11 companies covering 12 product launches.  In addition to
 direct-to-consumer (DTC) marketing, BPLLC project analysts identified other
 key drivers in achieving global launch success, including:
     * Integrate marketing strategy, structure, resources and planning to
       achieve rapid sales uptake.
     * Manage thought leader programs as an integrated, multi-phased process to
       shape clinical development and market acceptance.
     * Develop an integrated launch strategy to quickly achieve "share of
       voice" in a competitive marketplace.
     * Integrate market research with the design of clinical trials to identify
       market need gaps and fine-tune product positioning.
     * Employ a collaborative approach to branding development to ensure global
       implementation success.
 
     "Many pharmaceutical companies have had explosive product launches," says
 senior project manager David Wang.  "Through our research, we've gathered the
 best practices of several major launches and combined them into one report."
     "Best Practices in Global Pharmaceutical Launches" is available for
 purchase at http://www.BenchmarkingReports.com/pr/sm120.htm.  For more
 information about the report or to receive information about other
 benchmarking studies, contact Alison Maguire at amaguire@best-in-class.com or
 919-403-0251, extension 250.
 
     ABOUT BEST PRACTICES, LLC
     Best Practices, LLC, of Chapel Hill, NC, conducts work based on the
 principle that organizations can chart a course to superior economic
 performance by studying top companies' best business practices, operating
 tactics, and winning strategies.  For more information about Best Practices,
 LLC, call 919-403-0251 or visit the corporate website at
 http://www.best-in-class.com/.
 
 SOURCE  Best Practices, LLC