【正文】 ? Market leading where it really matters ? Strong motivation among employees to bring product to market ? Partnership/ munications across functions/teams/MCs ? Timely training of all relevant employees Shape the product ? 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 RD strategy and market strategy Shape the market Shape the pany 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 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 markets ? Product label/positioning/branding is consistent and differentiated ? Competitor moves and strategies assessed and implications taken – in advance ? LCM strategy/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。s discussion Key elements of Life Cycle Management Thoughts on how to anize for LCM Key issues Design principles Drive life cycle management around the major planning events (early on milestones and later in annual planning cycle) Create clear roles and responsibilities between global and markets Document life cycle management thinking in a simple document that potentially is broader than the business plan document Focus areas and early remendations Clarify decisionmaking around LCM ? Make LCMplan an integral part of tollgate decisions ? Make LCM planning part of annual portfolio management process Define roles and responsibilities ? Define who has what responsibilities Define the pany life cycle plan ? Upgrade the LCMplan to a real annual strategy document for post launch ? Define the pany LCMplan (aligned with markets) Organize for creation and management of the LCMplan ? Clarify leadership – mercial versus technical ? Create a standing/recurring LCM subteam including key markets Make LCM a priority in annual planning ? Define the role in annual planning ? Define the pany minimum standard ? Link budgets to LCM planning Life cycle thinking should be part of the early development tollgate decisions ? Choice of first indication ? Target label assessment –Preliminary target –Target label evolution over time ? Patent/IP strategy ? Choice of CD and backup ? Rough life cycle vision –Future development activities –Evolution of positioning ? Updated target label assessment –Staircase ? Development project plan for proposed scenario –Scope –Scale –Investment for speed ? Updated LCM plan –Agreed vision with markets –Future development initiatives –Evolution of positioning –Future marketing initiatives ? Updated development project plan for proposed scenario ? Ensure supply ? Updated target label assessment ?Final “l(fā)aunch” target label ? Updated LCM plan ILLUSTRATIVE PreCD CD nomination Proof of concept Approval to launch A good LCM plan considers a broad range of strategic initiatives What is required to reach vision/ objectives? Marketing and sales Clinical development Other Market peration programs Global positioning and coordination programs New marketing/sales approaches New claims/ indications Line extensions Repositioning of other classes Production and logistics improvement program Renegotiate alliance agreement EX