1. How to Effectively Launch a New Product
Perri Cebedo and Associates
Sales and Marketing Training International

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 Preparation of training materials
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: Selection of Key Accounts
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