1. How to Promote a Matured Product
Perri Cebedo and Associates
Sales and Marketing Training
How to Promote a Matured Product

2. How to Promote a Matured Product
CHALLENGES:
Doctors bored with product
Reps lack enthusiasm
Outnumbered by competition
Limited access to doctors
Lack of new clinical data (comparative)
Strong generic competition
Product in 5th detail position
How to Promote a Matured Product

3. Where is the business coming from?
Who Sells the Product
To whom do they sell it
How do they sell it
Ideas to increase the business
Ideas for a Sales Contest
How to Promote a Matured Product

4. How to Promote a Matured Product
Analyze Base of Users
Identify Mds using the Product
How to expand the business from current users
How to get enlarge the user base
Identify Speakers from user base
How to Promote a Matured Product

5. Find out Product’s Strengths
Who uses the product?
How is the product being used? Dosage?
In what indications is it being used?
For how long is the product used?
Switching patterns of MD’s prescriptions?
How to Promote a Matured Product

6. Find out Where the Product is being used
Reasons for the product preference?
Reasons for abandoning the product?
Draw a perceptual map of the product vs. others
Where is the product’s area of greatest business potential?
SWOT summary
How to Promote a Matured Product

7. How to Promote a Matured Product
Make a Perceptual Map
To see how MDs perceive your product vs. competition
To see which of your product’s attributes has had an impact
Which attributes need further push
Decide on your strategy
How to Promote a Matured Product

8. Medical Education Programs
Video library
Video showings
Speakers Bureau: Selecting Speakers out of Satisfied Users
Slide collections
Literature or detail aid with medical education
Unique ways of presenting clinical papers
How to Promote a Matured Product

9. How to Promote a Matured Product
For User Base
Relationship Building:
Prep for practice
Use of computers in office practice
Improving the skills of your secretary
Achieving academic excellence
How to Promote a Matured Product

10. Patient Education Programs
Aids patient compliance
Aids doctor-patient relationship
Patient counseling
Disease and treatment information
* Print, slide or video format
How to Promote a Matured Product

11. Create New Promotional Programs
Emphasizing a new message
Emphasizing new product strengths
Proven efficacy and
Other reasons for brand loyalty
How to Promote a Matured Product

12. Refresher Training for Reps
New clinical papers
Handling new competition
New promotional ideas
Group selling techniques
New video (medical) education programs
How to Promote a Matured Product

13. Refresher Training for Reps
New video (patient) education programs
New product manual/ monograph
The safety profile of a product, “ A Review of NSAID-Induced Side Effects”
How to Promote a Matured Product

14. Enhance Your Clinical Profile
Publish a new product monograph
Publish a new clinical abstract file
Update bibliographical references
Symposia: New findings on the product
How to Promote a Matured Product

15. Change the Physical Appearance
Change of color/ packaging -- or pack size. Example:
The Australian Red campaign
Mexico - Blister packing and changes in pack sizes
U.K. - The use of arthritic-friendly bottle caps
How to Promote a Matured Product

16. How to Promote a Matured Product
Do Creative Selling!
Be unique in your product promotions:
The Australian model, “Costumed Selling”
The Ecuadorian model, “De Medico a Medico”
The Peruvian model, “The Bailethon”
How to Promote a Matured Product

17. Promote Brand Heritage
12 billion patient days
1st choice NSAID by rheumatogists
1st choice NSAID in patients over 60
Having passed the test of time:
“Good Drug, Great Drug”
How to Promote a Matured Product

18. Strategic Launch of Line Extensions
Naprosyn LLE
Naprosyn EC
Naprosyn SR/CR
Naprosyn Gel
Naprosyn Suspension
How to Promote a Matured Product

19. How to Promote a Matured Product
Summary: Ideas
Line extensions
Value-added: relationship programs
Medical education
Patient education
Enhance clinical profile
Use cross promotions
Reps refresher training
Change physical appearance
Creative selling
Product heritage and the test of time
How to Promote a Matured Product