The basics of launching a pharmaceutical drug- Based on studies done on the practices of 13 top pharmaceutical companies in the world. For more, write to info@markivmedical.com

1. Launching Pharmaceutical
Megabrands

2. Start Early.
• Its not how much money companies spend on
marketing, but how well they spend it.
• Allocate marketing resources as early as the Pre-
Clinical Phase
• Identify unmet medical needs, market opportunities
and competitive issues

3. Early inputs from Marketing team
Marketing inputs to guide the Drug development Process
Market needs analysis
Improved product positioning and market
acceptance.

4. Partnership between R&D and marketing
As early as the Pre-Clinical Phase
One core Team
Employ cross-functional teams, based on the
specific needs of each development phase
•Seamless phase-to-phase transition through early
planning and retention of core team members

5. Good communication
• deploy robust technologies that enable rapid
information sharing.
• Increase ease and frequency of face-to- face
communication through co-location and regular
meetings.

6. Broad-based market research
complex and evolving customer needs and competitive dynamics
• employ market segmentation research tools
• understand attitudes behaviors of patients and
consumers as well as physician prescribers and
pharmacists.
• understand the needs of payors, professionals and
patient advocacy groups

7. Good use of Thought leaders
Prioritize thought leaders by hierarchy of impact
(global vs. continent or country unit).
• Involve both research-focused thought
leaders and patient-focused thought leaders
• Thought leaders to provide consistent support
throughout the entire product development and launch
cycle.

8. What questions should thought leaders consider
• What studies are needed for promotional use?
• What new indications should be pursued?
• What competitive products are on the horizon,
and what advantages are they expected to claim?
• What is the predicted response of other practicing
physicians to the current labeling, dosage and
indications?

9. Pre-launch activities
Medical publications
Disease awareness programs
Thought leader and advocacy group development
Public relations
CME programs
Scientific meetings and symposia

10. Launch and post-launch
Build upon pre-launch market development activities
• Field force detailing and sampling
• DTC marketing
• CME programs
• Professional journal advertising

11. How do top companies spend their money ?
Market Research 7%
Thought Leader Development 21 %
Marketing Activities 47 %
Sales Force support 14 %

12. New opportunities in the Digital world

13. Social Media
Overcrowded and unregulated
• Provides a new but unknown medium
• Social networking docs write more scripts.-New Study
• >70% onliners have searched for health information

14. - Medical Animation Library
- 2D/3D Medical & Scientific Illustrations
- 2D/3D Medical & Scientific Animations
- Flash based Interactive Applications
- Websites & Health Portals for Pharmaceutical
& Healthcare Industry
Dr.Neelesh Bhandari
M.B.B.S (AFMC),M.D (Path)
P.G.P in Human Rights
Advisor ( Medical Communications)
Mark IV Animation Studios Pvt. Ltd.