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Rx Brand Life Cycle
AT A GLANCE Consultative Services Guide
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PRE-LAUNCH
[more info]
Prepare Market for New Launch:
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Build awareness of therapeutic gaps in disease state (set up product benefits)
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Position company/sales reps as experts – expectation building
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Unbranded
TouchPoints™:
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HCP offices
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Waiting room
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LAUNCH & NEW INDICATION
[more info]
Establish Market Position:
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Build awareness of brand name and link to product benefits
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Generate trial
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Full branding
TouchPoints™:
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All HCP TouchPoints™
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EARLY LIFE CYCLE
[more info]
Reinforce Market Position/Adjust for Competitive Response:
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Reinforce awareness
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Extend trial
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Build adoption
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Full branding
TouchPoints™:
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All TouchPoints™
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Extend to patients environment to build loyalty
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MID LIFE CYCLE (LATE GROWTH, EARLY MATURITY)
[more info]
Protect Market Position/Flank Competition by Expanding Relationship with HCP:
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Reinforce adoption
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Build loyalty
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Value add with HCPs
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Case for branded and unbranded
TouchPoints™:
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Where HCP interacts with patients
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LATE LIFE CYCLE (MATURITY)
[more info]
Protect Market Position/Redefine Competitive Framework/Set Up Market for Pre-Launch of New Indications:
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Reinforce loyalty-increase value for HCPs
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Expand health education media to cover new disease states and indications
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Case for unbranded and branded
TouchPoints™:
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Where HCP interacts with patients