1. I
n the race to develop better and more
appealing drug options to patients,
pharmaceutical manufacturers are
compelled to expand vast resources on
product launch efforts. Seldom few other
industries face as much risk in bring-
ing products to market. With research,
launch, and sustainment costs often
reaching into the millions of dollars,
pharmaceutical manufacturers cannot act
in a haphazard fashion when designing a
launch.
A well-planned integrated launch
strategy can result in deeper market
penetration, faster time to market and
a stronger sales and stocking strategy.
However, launch planning teams cannot
afford to rely upon guesswork to ensure
launch success. Accurate forecasting
models, built upon real-time heuristic
data, can drive informed decisions around
marketing plans and sales efforts —
maximizing resources and pinpointing
opportunities. Predictive, data-driven de-
cision-making can help develop sculpted,
methodical plans based upon quantitative
information to produce calculable results.
Pharmaceutical and medical supply
manufacturers have an intense need for
accurate multi-layered data about their
products. As the launch progresses, vis-
ibility into performance data becomes
vitally important. Stakeholders from
departments across the organization have
a steady, unyielding need for information
pertaining to the product’s market accep-
tance, leveraging knowledge to quickly
make strategic course corrections and
refine tactics. That immediacy can play a
critical role in the long-term success and
profitability of a product.
The types of data sets available can
also have a critical impact upon the tar-
geted planning and response efforts. As
they pursue visibility surrounding their
supply chain and sales performance,
50 HealthCare Distributor August/September 2012
many realize that they lack the depth
of knowledge they most critically need.
Accurate, varied data sets, such as pre-
scription level information offer unique
options to manufacturers that positively
impact their product lifecycle and overall
product performance. Detailed store-level
can result in focused sales strategies, ef-
fective consumer programs, better stock
strategies and more prudent market plan-
ning.
Clear, actionable, real-time data can
be the driver behind making profitable,
informed decisions that create lasting
successful results for the life of a product.
But having data is only one piece of the
puzzle; how it’s interpreted and applied is
perhaps more critical.
Converting information into action-
able results can be eased through reliable,
easy-to-interpret reports. Those reports
must, like the manufacturers who need
them, be high-touch in quality; they
should be customizable, allowing sales,
brand, and finance teams the ability to
view different collections of information
applicable to the current stage in their
product lifecycle or their particular busi-
ness need. When considering a healthcare
information strategy, manufacturers
should seek a solution that provides multi-
faceted views into the most comprehen-
sive, proven data set available.
Product launch execution excellence
can set a new product on a successful fu-
ture path for the remainder of its market
lifetime. Controlling costs while optimiz-
ing resources and targeting sales oppor-
tunities is a delicate balance, made more
logical and functionally-smart through
proactive planning and data-driven deci-
sion making.
Product Launch: A New Analysis
By Dianne Pilon
ValueCentric, LLC
Technology & LogisticsDistribution
ValueCentric headquarters in Orchard Park, New York.
Photo courtesy Martin Timm.
