Pharmaceutical Product Relaunch

Preserving Market Share through Line Extension and New Market Entry Strategies

Publication Date	April 2007
Publisher	Cutting Edge Information
Product Type	Report
Pages	156
ISBN Number	not applicable
Product Code	CUT00046

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Summary

Product teams must begin their relaunch planning early to incorporate it into a strong overall lifecycle management strategy. As product teams enter Phase 2 of development for their initial launch, they are often planning their relaunch strategies for years later. Early planning is one of the key factors in making a product relaunch successful.

Cutting Edge Information analyzed the relaunch strategies outlined in this study into two categories: Line Extensions and New Market Entries. Each line extension or new market entry strategy profiled in this study includes a detailed analysis of:

Implementation costs
Time to implement
Strategy outcome in terms of revenue
Market share protection gained from implementing the tactic
Product relaunch success is a combination of timing, investment and the science behind each drug. A drug manufacturer must first identify whether a compound may be a viable relaunch candidate. Then, the manufacturer must determine the level of investment necessary to bring a relaunch product to market. The next, and perhaps most important, step is for the product team to determine when to relaunch the drug.

Cutting Edge Information's report, Pharmaceutical Product Relaunch: Preserving Market Share through Line Extension and New Market Entry Strategies , includes valuable benchmarks that will help you understand the science, investments and timing behind common relaunch strategies.

Content

Participants' Ratings of Key Factors Driving Relaunch Decisions
Self-Assessments of Participants' Relaunch Success
Participants' Ratings of The Importance of Specific Stakeholders in Relaunch Success
Prevalence of Targeted Stakeholder Subgroups:
- Physicians
- Thought leaders
- Regulatory agencies
- Participants' ratings of elements required for successful relaunches
- Departmental sources for relaunch funding
- Annual marketing budgets for relaunched brands
- Participants' ratings of the greatest threats to relaunched brands
- Participants' ratings of improvement opportunities for relaunched strategies
for Each of The Seven Relaunch Strategies Outlined in This Study - New Formulations/Delivery Systems, New Dosing Strengths, New Dosing Regimens, Pediatric Indications, New Indications, Combination Therapies and Drug Repurposing - The following Metrics Are Included:
- Average development timing
- Average financial outcome
- Average implementation time
- Average strategy effectiveness
- Average implementation costs
- Typical market share protection afforded by implementing the strategy (measured in months)
- Average development stage to begin planning
in Addition to The Metrics Listed above, The Study Includes Nine Brand Case Studies That Include The following Metrics for Each Brand:
- Therapeutic area
- Relaunch investment
- Relaunch timing
- Initial drug sales
- Relaunched drug sales
- Patent life remaining on initial drug at the time of relaunch
- Development and implementation time for relaunch
Table of Contents:
- Executive Summary
- Methodology and Profiled Companies
- Pharmaceutical Product Relaunch: Five Principles for Success
- Relaunch Strategy Development
- Line Extension Relaunches
  - Case Study: Brand 1
  - Case Study: Brand 2
  - Case Study: Brand 3
- Developing New Formulations and Delivery Systems
  - Case Study: Brand 4
- New Dosing Strength and New Dosing Regimen Launches
  - Case Study: Brand 5
- Marketing Pediatric Indications
- New Market Entries
- New Indication Relaunches
  - Case Study: Brand 6
  - Case Study: Brand 7
- Combination Therapies
- Drug Repurposing
  - Case Study: Brand 8
  - Case Study: Brand 9
- Relaunch Case Studies