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【正文】 Example of ambition level staircase Key input into label What label is needed to get to the next step? ? Product name, project name ? Product vision ? Competitive environment ? Main patient and customer groups and their key unmet needs ? Pricing strategy ? Key claims for launch – Go/no go – Relative value ? Route of administration ? Dosing regimen ? Label indication(s) ? Launch date ? Key issues No go Minimally accepted level Get “fair share” Class leader Expand the market 0123450 1 2 3 4 50102030405060700 1 2 3 4 5Trend towards pressed launch schedules – case example: Pfizer * Number in parentheses denotes first launch date worldwide ** Includes forecasts because time horizon extends past 1998 Source: FDA。 pink sheets。 10K。 Man Stanley analyst report (7/98)。 McKinsey analysis Worldwide sales USD billions Lipitor** (with WL) Zoloft Viagra** Norvasc Years after launch Lipitor (97) Norvasc (90) Viagra (98) Zoloft (90) Years after launch Number of countries* 02 , 0 0 04 , 0 0 06 , 0 0 08 , 0 0 01 0 , 0 0 01 2 , 0 0 01 4 , 0 0 01 6 , 0 0 01 8 , 0 0 01 2 3 4 5 6 701 , 0 0 02 , 0 0 03 , 0 0 04 , 0 0 05 , 0 0 06 , 0 0 07 , 0 0 01 2 3 4 5 6 7Marketing investment being more aggressive Lipitor Pravachol Cumulative US details Thousands Years from launch Years from launch Source: Sales and details from Scott Levin US Cumulative US sales USD millions Lipitor (1997) Pravachol (1991) Projected Track results against segment bottlenecks ? Develop scorecard to evaluate results from marketing solutions Focus message and spend on eliminating bottlenecks ? Develop marketing solutions and evaluate each based on ability to resolve bottleneck, ease of implementation and cost Identify which drivers can resolve the bottleneck(s) ? How to increase awareness, induce trial, retain patients and physicians, etc.? Identify key bottlenecks for most attractive consumer/prescriber segments ? Evaluate where in the purchase funnel major bottlenecks exist for highvalue patients and physicians Many large pharmaco’s are still in the process of adopting this tool Dynamic marketing model 1 2 3 4 Physician is aware of new drug Physician considers new drug Physician differentiates new drug from old drug Physician tries new drug Physician endorses new drugs for patients with unresolved symptoms Physician endorses new drug for all old drug users ? Few, if any, unmet needs ? No longterm safety profile ? Believes that new drug efficacy is not significantly superior to that of old drug ? Lack of samples ? Lack of experience with new drug。 prefer true and tested drug ? New drug is not on many formularies/ physician does not want to deal with MCO callbacks ? Physician does not want to switch patient who is stable on old drug ? Not all patients respond well to new drug ? New drug is not on many formularies ? New drug does not have full range of indications Example of physician decision funnel Bottlenecks ILLUSTRATIVE EXAMPLE Publication volume is important in differentiating drug products Source: Cited reference science database, various marketing/sales database and publications Diovan (Novartis) launched in 1994 one year after Cozaar (Merck) with a higher efficacy and better tolerated drug。 however, Cozaar was able to leverage a 5–32x greater publication volume to beat Diovan Sales USD millions Cozaar Diovan 0 250 500 750 1000 1992 93 94 95 96 97 98 2Q99 Cozaar 20 220 420 620 1992 93 94 95 96 97 98 Diovan Number of citations Correlation between drug sales and publications Master planning chart Top level milestones EXAMPLE Process Disease orientated Updated disease orientated Final disease orientated Initial project specific – staircase Refined based on market research and trial results – staircase Final prelaunch Only if issues/LCM* MS1 MS2 TG1 MS4 TG2 TG3 TG4 MS8 Global marketing Target label Positioning Branding * Updated annually Broad initial Updated as CD is elected Updated based on development studies and focus groups with KOLs Final prelaunch
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