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【正文】 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 15 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。s discussion * Footnote Source: Source Key elements of Life Cycle Management Thoughts on how to anize for LCM Key issues 2 Life Cycle Management Life Cycle Management is largely about building brands over time – by incremental investments in value creating activities to maximize the value of a pound Objective Building a business based on a great product idea/brand – not just launch an innovation Mindset 3 LCM requires a mercial mindset Setting ambition level Shape the product Shape the market Shape the pany 4 LCM requires a mercial mindset Setting ambition level Shape the product ? Early cross functional agreement on vision for the product (target label) ? Invest with a venture capitalist mindset ? Deliver against timeline ? Focus on what is important ? Continuously enhance petitive differentiation ? Clinical development entirely focused on value creation (., most important indications) 5 LCM requires a mercial mindset Setting ambition level Shape the market ? Shape the market early and actively ? Clear and consistent messages in munication/PR strategies ? Recognize regional differences in key markets ? Clear and broad perspective on resources required to shape the market ? Ensure tight link between Ramp。 10K。s discussion Key elements of Life Cycle Management Thoughts on how to anize for LCM Key issues 39 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? 。 ? 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 10 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 11 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。D strategy and market strategy Shape the market Shape the pany 8 The life cycle can be divided into three phases Actions often taken years earlier! Year Overall ambitions 0–4 ? Gain market share ? Establish market ? Rapid sales rampup 5–10 ? Expand market ? Gain market share 11+ ? Minimize impact of generics ? Develop and launch lineextensions Typical industry curve Potential curve with active LCM Phase Launch Extend Sustain 9 Best practice targets for ”launch” phase Ambitions ? Rapid growth in market share (x% by year 4) ? Establish overall market (from y to z billion USD) ? Rapid sales ramp up (a% of year 4 sales in year 2) ? Align and anchor targets with entire anization Shape the product ? Rapid launch across all
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