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3. Product Launch
Fails & Pitfalls
Ahmed Sham’a

4. The seven worst mistakes of
pharma launch
1. Focusing on Product, Forgetting Everything Else
• The disease you’re treating, including standards of care for that therapeutic area
• The people it affects
• The needs of patients with the disease
• The needs of physicians treating these patients
• Key opinion leaders and professional associations in the therapeutic area
• Trends in patient access, managed care acceptance and reimbursement in the disease area
• Key regulatory milestones and requirements affecting the disease and the product

5. The seven worst mistakes of
pharma launch
2. Working with the Wrong Team
• Instrumental in developing, marketing and selling the pharma product is a team that boasts
knowledge, experience and skills. Choosing this team is a delicate endeavor, and should
combine leaders from all pay grades and units. While product managers, marketing directors
and managers are often the go-to team members, chosen for their titles, successful product
launches need a team with creativity, problem-solving ability and persistence, skills that can
transcend titles. Businesses should therefore build launch teams based on experience and
talent for the unique process of launch.

6. The seven worst mistakes of
pharma launch
3. Working in Silos
1. Establish and gather the pre-launch cross-functional team, including R&D, medical and regulatory affairs, and other
divisions of importance. For this team of leaders from these departments, the need to differentiate the ultimate
product and create value must be explicitly stressed.
2. Provide clear objectives for the team, as well as clearly assigned responsibilities. Everyone must understand his or her
role in developing and capturing the product value.
3. As key activities take place, particularly market research, review all findings with the team.
4. Brainstorm and determine the needs of customers in the target area, including what is meaningful and valuable to
physicians, patients and payers.
5. Develop options for creating and demonstrating value to the customer base. Together, the team must brainstorm
options, anticipating regulatory requirements, clinical development needs and marketing potential. Consider options
also in terms of managed care organizations' perspectives, and how the company can alleviate any concerns.

7. The seven worst mistakes of
pharma launch
4. Rushing Launch
• Everyone wants the competitive advantages of being first to the market, or first to address a
unique need. But rushing product launch can come at the expense of long-term success.
5. Failure to Track, Assess and Learn
 Launching a new product can be a very educational experience for all those involved. But without the means of
measuring success, tracking activities, and learning from mistakes, all the lessons of launch can be forgotten,
creating a missed opportunity to improve future launches.
 Companies should take advantage of credible metrics to measure success during the pre-launch period, and
participate in a post-launch review. Companies can strengthen their processes, and set themselves up for future
successes.

8. The seven worst mistakes of
pharma launch
6. Using a One-Size-Fits-All Approach
• The key to better, customized product success far into the lifecycle is considering these types
of strategies early, even in pre-launch. Product lifecycle management means more than
plotting a counter-attack against generics. A true product lifecycle strategy is focused on
maximizing the profitability of a product over its life.

9. The seven worst mistakes of
pharma launch
7. Missing Out on the Secret Weapon of Analytics
• No matter how much you plan ahead, new drug development is inherently risky in todays
environment. Increasingly, pharma managers and marketers need a way to assess the
potential of new products, and the likelihood of success upon launch. Analytics models can
provide insight on what drives your target consumers, and help predict actual launch results.

10. Examples of critical situations:
1. Expensive Generic launch followed by Launch of the brand
• Discussion

11. Examples of critical situations:
2. Launching of product ( Generic) more expensive than existing competitors
• Discussion

12. Examples of critical situations:
3. Launching a half dose product against existing high conc. market
• Discussion

13. Examples of critical situations:
4. Launching product out of trend
• Discussion

14. Examples of critical situations:
5. Launching a drug with safety claims
• Discussion

15. Examples of critical situations:
6. The product is revolutionary, but there’s no market for it.
• Discussion

16. Examples of critical situations:
7. The product defines a new category and requires substantial consumer education—but doesn’t get it.
• Discussion

17. Examples of critical situations:
8. The company can’t support fast growth.
• Discussion

18. Examples of critical situations:
9. Limited budget launch
• Discussion

19. UnsuccessfulLaunching
• Mainly five parameters are responsible for
unsuccessful launching of a product . Here
main cause of unsuccessful launching is that
the
• product attributes fail to address the
customer needs.
• Approximately 42% small scale consumer
seasonal industries confirm this fact that
the failure of a product is due to its
attributes which fails to address the
customer needs and ultimately results in
unsuccessful launching of a product.
• 21% companies are of the opinion that poor
launching time is the main cause of
unsuccessful launching of a product. For
successful launch companies has to
concentrate on customer needs and right
launching time.
Launching of New Pharmaceutical Product and Promotional Challenges
Manish Gunjan1*, Jegathambigai Rameshwar Naidu1, Ishab Kumar2 and Yogesh Kumar2
Faculty of Medicine, Masterskill University College of Health Sciences (AMU), JB, Malaysia
Brahmanand Group of Institutions, Bulandshahr, UP, IndiaReceived date: 21/01/2016 Accepted date: 01/02/2016 Published date: 06/02/2016

20. Thanks
– Borg Pharmaceutical Industries
Dr.Ahmed Sham’a

21. Alex 6th Marketing Club Saturday 25 March 2017