mckinsey方法論-產(chǎn)品生命周期管理(文件)
【正文】 egy/positioning over time is clearly identified Shape the market ? Establish KOL work and build base for ongoing relationship ? Pricing strategy balances need for quick approval/peration and establishing favorable longterm position ? Marketing mix and focus on key influencers to reach ambition ? Clinical “share of voice” and publication levels of sufficient magnitude and quality Shape the pany ? Competitive investment level across markets (., x per patient) ? Transition global team role and position。 ? Educate, excite and align local teams and sales force ? Create and maintain master planning chart of launch activities ? Negotiate possible alliances/copromotion arrangement to optimize geographical coverage 9 Selecting the right label requires a clear ambition 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 10 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。 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* 11 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 12 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 13 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。s discussion Key elements of Life Cycle Management Thoughts on how to anize for LCM Key issues 38 Key issues Are we creating enough value through Life Cycle Management today? How important is LCM to our growth over the ing years? Do we have a simple manual laying out the “COMPANYway” of doing LCM? Is LCM a sufficiently large part of our annual planning process? What are the most critical gap areas? Is the way we anize for LCM sufficiently clear, ., are teams posed (global/local) based on recognition of mercial challenge over time? 39 演講完畢，謝謝觀看！ 。 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 15 Master pla
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