The document outlines the steps for effectively launching a new product, including conducting market research to understand target markets and competition, developing a marketing plan and training materials, selecting key accounts, implementing a pre-launch campaign of press conferences and teasers, training the sales force, launching promotional activities, analyzing effectiveness, and revising plans based on post-launch feedback. The key is to thoroughly plan and prepare all elements of the launch to ensure proper execution and success.

1. How to Effectively
Launch
a New Product

2. MARKET RESEARCH:
 To determine:
 Target Market
 Market needs
 Positioning and strategy
 New product strengths and weaknesses
 Company strengths and weaknesses
 Packaging/ pricing

3. MARKET RESEARCH:
 Focus Group Meetings
 To distill product concept
 Key promotional messages
 Anticipate product resistances
 Know strong points of competition
 Unfulfilled needs of MDs

4. PRELAUNCH:
 Marketing Plan
 Anticipated date of registration approval
 Update of SWOT analysis
 Preparation of training materials
 Clinical trials or seeding trials
 Organization of scientific meetings
 Participation at regional congresses
 Final marketing plan

5. PRELAUNCH:
 Field Force Training:
 Materials to be sent one month before launch
 With self-tests to check learning
 Selection of Key Accounts
 Hospital mapping
 MD targeting and profiling
 Press Conference

6. PRELAUNCH:
 Final Launch Plan
 Emphasis on skill building
 Provide time for role play
 All information should be given prior to launch
date
 Involve the field force in launch planning to get
“Buy-In” and generate enthusiasm

7. PRELAUNCH:
 Incentive plan, quota per Rep
 Distribution plan: initial stocking and terms
 Pre-announcement letters to MD’s (teasers)
 Skills models
 Video models for use at launch role plays

8. LAUNCH:
 Launch letters to MDs, pharmacists, et al.
 Press relations
 Symposia
 Video news releases
 Press kit

9. LAUNCH:
 Formulary kit
 Product monograph
 Collection of key clinical studies
 Seeding trials expanded
 Profiling target MDs
 Action plans per territory

10. DURING THE LAUNCH
PROGRAM:
 Focus on Selling Skills
 MD selection
 Pre-call planning
 Probing for needs
 Features and benefits
 Clinical studies
 The effective use of the monograph

11. FOCUS ON SELLING SKILLS
TO SELL NEW PRODUCT:
 Cost effectiveness
 Handling objections
 Handling competition
 Ensuring that first trials are successful
 Group presentations

12. FOCUS ON SELLING SKILLS
TO SELL NEW PRODUCT:
 How to put the new product into the hospital
formulary
 Doing a Hospital Action Plan
 Presentations to nurses, pharmacists
 Sampling allocation and plan

13. LAUNCH:
 Medical Education Program
 Patient Education Program
 Gimmicks, posters, etc.

14. POST LAUNCH:
 Analyze effectiveness of tactics and
effectiveness of message
 Analyze competitive response
 Market and prescription survey
 Handling MD queries

15. POST LAUNCH:
 Handling MD resistance
 Post launch bulletin
 Producing the Audio Cassette Training
Program, Post Launch Feedback
 Revising plans

16. POST LAUNCH:
 Celebrating successes
 Selling tips
 New ideas to reinforce messages
 Interviewing happy users of new product
 How to respond to Rep’s questions

17. NEW PRODUCT LAUNCH
(Tactics)
“The success of a new product launch depends
largely on the planning and preparation you
invest in the launch of your new product.”
“Proper planning, preparation and practice
prevent poor performance.”
- Perri