Servier

Hrvoje Tomic, Group Product Manager Croatia & Slovenia, Servier

Working in the marketing department in the pharmaceutical industry for ten years I have had the privilege of launching eight brands in the field of Cardiology and Pulmonology and promoting strong OTC brands. The pharmaceutical industry is constantly evolving, with new drugs being developed and launched every year. The process of launching a new drug is complex and requires a lot of planning and preparation. In this article, we will discuss the process of launching and promoting drugs in the fields of cardiology, pulmonology, and OTC.

The process of launching a new drug involves several stages. The first stage is research and development. This stage involves identifying a need for a new drug, conducting research to develop the drug, and evaluating the drug for safety and efficacy.

After regulatory approval has been obtained, the decision about launching the drug in a selected market can be made. Launching a new drug is a complex process that requires a significant amount of time, money, and expertise.

According to a report by McKinsey about two-thirds of new drugs fail to meet prelaunch consensus sales expectations for their first year on the market, and those that fall short typically continue to underdeliver for the next two years.

Everything starts with effective strategy and planning. Once your drug is ready to get into the market, it may already be too late to plan your sales approach. A victorious launch takes timely planning and the right approach by a skilled marketing team.

There are general steps that can vary depending on the specific drug and the regulations of the country where the drug is being launched.

“A victorious launch takes timely planning and the right approach by a skilled marketing team”

Step one in launching a new drug is Market Research. We need to understand the unmet needs, customer preferences, competitive landscape, and regulatory environment of our target market. Various sources of data can be used, such as surveys, interviews, focus groups, patient journeys, and secondary research, to gather insights about our potential customers and competitors.

The second step is developing a value proposition and positioning strategy. Defining the unique benefits and advantages of our drug over existing or alternative treatments, communicating how our drug can solve a problem, improve a condition, or enhance the quality of life for our customers, and crafting a clear and compelling message that resonates with our target audience while differentiating our drug from the competition are our key objectives.

The third step would be designing a launch plan and budget. It is important to outline the objectives, activities, timelines, and resources for our launch and set realistic and measurable goals (KPIs) to track our progress and performance.

Step four would be executing the launch plan and engaging the stakeholders. Implementing the launch activities according to our plan and coordinating with the internal and external stakeholders involved in the launch. Then make appropriate targeting and segmentation of our prescribers, influencers, and decision-makers who can drive the adoption and usage of our drug. Channel segmentation preferences per customer are also of most importance to reach our customers with their preferred channel. Various channels and tactics are used, such as sales reps, events, media, education, and digital platforms to reach and persuade our customers.

Step five is to evaluate the launch results and adjust the strategy. We need to measure the outcomes and impacts of our launch and compare them with our KPIs. Based on analysis of the feedback and data from our customers, competitors, and regulators we will identify the strengths and weaknesses of our approach. Then we need to make necessary changes and improvements to the message, or approach based on the market response and demand. To ensure the long-term success of our drug, we must continue to monitor and optimize our launch performance. In comparison with Rx drugs that cannot be promoted to the public in the EU, OTC (over-thecounter) drugs are drugs that can be purchased without a prescription and promoted to the public.

The launch process for OTC drugs involves all the steps as Rx drugs but the approach in promoting is reverse. With OTC first, we start our targeting, segmentation, and channel preferences with the public, pharmacies, and then KOLs while in Rx it is the opposite.

Ultimately, it takes meticulous preparation and execution to introduce and market medications in cardiology, pulmonology, and over-the-counter (OTC) markets. There are various steps in the launch process, from market analysis to outcome evaluation. Promotion, which includes advertising through a variety of channels including medical reps, education, print and digital materials, email marketing, etc., is the most crucial step in this process after careful planning. Each of these marketing platforms must be tailored to the requirements of the consumer and integrated into an omnichannel strategy.