The Impact of Closed-loop Marketing on the Successful Commercialization of a New Product<br />
2<br />What is Closed-loop Marketing?<br />Evidenced-based <br />Decision Making<br />Mange Business from Rx Pad Back<br />
Closed-loop Marketing – <br />Evidenced based Decision Making<br />3<br />Evidenced-based <br />Decision Making<br />Mange...
4<br />Closed-loop Marketing – <br />Promotional Framework Established<br />Adoption Process of a new pharmaceutical agent...
Impact of Closed-loop Marketing on a New Product Launch?<br />6 Ways<br />5<br />
Impact of CLM on a New Product Launch?<br />6<br />#1 Pre-launch Promotion<br />
Traditional Pre-launch Promotion<br />7<br />Proactive versus re-active<br />Dialogue versus Monologue<br />Feedback versu...
New Product Launch Pre-launch Promotion<br />Define a Clinical Problem<br />Review Options<br />Launch<br />8<br />...Get ...
New Product Launch Pre-launch Promotion:<br />E-detailing<br />9<br />
New Product Launch Pre-launch Promotion:<br />Hit the Ground Running<br />10<br />Provide your sales force with a framewor...
Impact of CLM on a New Product Launch?<br />11<br />#2 Contract the Sales Cycle<br />
Contract the a New Product Launch Sales Cycle<br />12<br />Contracted Sales Curve<br />Revenue<br />Move Most Valuable Phy...
Impact of CLM on a New Product Launch?<br />13<br />#3 Exploit the Window of Opportunity<br />
14<br />Exploit the Window of Opportunity<br />Market exclusivity – years reduced to months<br />
Exploit the Window of Opportunity<br />15<br />Market exclusivity = months<br />
Impact of CLM on a New Product Launch?<br />16<br />#4 Manage the Adoption Process <br />
Manage the Adoption Process <br />Manage New Product Trial versus other New Products<br />Manage a New Product Trial versu...
Impact of CLM on a New Product Launch?<br />18<br />#5 Opportunity and Activity in Sync<br />
Opportunity & Activity in Sync:<br />Different Customers = Different Promotional Tactics<br />Example New Hepatitis C Prod...
Opportunity & Activity in Sync<br />Assessing                                                     Selling<br />20<br />
Impact of CLM on a New Product Launch?<br />21<br />#6 Real-time Campaign Management<br />
Real-time Campaign Management<br />NRx Data<br />Call  Notes<br />Sales Data<br />Backward looking -  accuracy / meaning /...
Real-time Campaign Management:<br />Adoption Stall<br />23<br />
Closed-loop Marketing Impact on<br />a New Product Launch Commercialization Summary<br />	It is only through a  lifecycle ...
Questions<br />25<br />David Delong, Chief Customer Evangelist<br />The Customer Management Group<br />(800)-477-0907<br /...
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Closed-loop Marketing - New Product Commercialization

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Learn how Closed-loop Marketing is an essential tool for the launch of a new pharmaceutical product.

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Closed-loop Marketing - New Product Commercialization

  1. 1. The Impact of Closed-loop Marketing on the Successful Commercialization of a New Product<br />
  2. 2. 2<br />What is Closed-loop Marketing?<br />Evidenced-based <br />Decision Making<br />Mange Business from Rx Pad Back<br />
  3. 3. Closed-loop Marketing – <br />Evidenced based Decision Making<br />3<br />Evidenced-based <br />Decision Making<br />Mange Business from Rx Pad Back<br />
  4. 4. 4<br />Closed-loop Marketing – <br />Promotional Framework Established<br />Adoption Process of a new pharmaceutical agent is complex<br />
  5. 5. Impact of Closed-loop Marketing on a New Product Launch?<br />6 Ways<br />5<br />
  6. 6. Impact of CLM on a New Product Launch?<br />6<br />#1 Pre-launch Promotion<br />
  7. 7. Traditional Pre-launch Promotion<br />7<br />Proactive versus re-active<br />Dialogue versus Monologue<br />Feedback versus Silence<br />
  8. 8. New Product Launch Pre-launch Promotion<br />Define a Clinical Problem<br />Review Options<br />Launch<br />8<br />...Get Telaprevir Trial<br />...Manage Telaprevir Trial<br />...Position Telaprevir in Practice<br />Pre-launch<br />
  9. 9. New Product Launch Pre-launch Promotion:<br />E-detailing<br />9<br />
  10. 10. New Product Launch Pre-launch Promotion:<br />Hit the Ground Running<br />10<br />Provide your sales force with a framework to jump start the prescribing habit<br />
  11. 11. Impact of CLM on a New Product Launch?<br />11<br />#2 Contract the Sales Cycle<br />
  12. 12. Contract the a New Product Launch Sales Cycle<br />12<br />Contracted Sales Curve<br />Revenue<br />Move Most Valuable Physician Group into the Growth Phase faster<br />Revenue<br />Traditional Sales Curve<br />Spending<br />Time<br />Growth<br />Mature<br />Entry<br />
  13. 13. Impact of CLM on a New Product Launch?<br />13<br />#3 Exploit the Window of Opportunity<br />
  14. 14. 14<br />Exploit the Window of Opportunity<br />Market exclusivity – years reduced to months<br />
  15. 15. Exploit the Window of Opportunity<br />15<br />Market exclusivity = months<br />
  16. 16. Impact of CLM on a New Product Launch?<br />16<br />#4 Manage the Adoption Process <br />
  17. 17. Manage the Adoption Process <br />Manage New Product Trial versus other New Products<br />Manage a New Product Trial versus Current Entrenched Agents<br />17<br />
  18. 18. Impact of CLM on a New Product Launch?<br />18<br />#5 Opportunity and Activity in Sync<br />
  19. 19. Opportunity & Activity in Sync:<br />Different Customers = Different Promotional Tactics<br />Example New Hepatitis C Products<br />Gastroenterologist <br />Carve out <br />HCV Specialty<br />Primary Care<br />Diagnose More<br />Heptologists<br />>200 in US<br />Nurse Practioners<br />Patient Management<br />19<br />
  20. 20. Opportunity & Activity in Sync<br />Assessing Selling<br />20<br />
  21. 21. Impact of CLM on a New Product Launch?<br />21<br />#6 Real-time Campaign Management<br />
  22. 22. Real-time Campaign Management<br />NRx Data<br />Call Notes<br />Sales Data<br />Backward looking - accuracy / meaning / timing?<br />Market lagging – no predictive capability <br />Cannot be analyzed – subjective rambling narrative<br />22<br />
  23. 23. Real-time Campaign Management:<br />Adoption Stall<br />23<br />
  24. 24. Closed-loop Marketing Impact on<br />a New Product Launch Commercialization Summary<br /> It is only through a lifecycle specific Closed-loop Marketing solution with its innovative enabling technology and business processes that key commercialization activities can be Executed, Tracked and Re-acted to:<br />Prelaunch Promotion<br />Contract the Sales Cycle<br />Exploit Window of Opportunity<br />Mange the Adoption Process<br />Opportunity & Activity in Sync<br />Real-time Campaign Management<br />24<br />
  25. 25. Questions<br />25<br />David Delong, Chief Customer Evangelist<br />The Customer Management Group<br />(800)-477-0907<br />ddelong@cmg-pharma.com<br />

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