Managing Pharmaceutical Launch Projects project management from a marketing perspective

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Managing Pharmaceutical Launch Projects
project management from a marketing perspective

• Carolyn Berg
• Marketing Consultant

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Agenda

• Pharmaceutical Marketing Planning Process
• Key Launch Elements
• Challenges in Managing Launch Projects
• Project Management Tools for Marketers
• Lessons Learned

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Stages of Pharma Marketing

• Pre-launch (project management)
• Launch phase (project management)
• Post-launch phase
• Lifecycle Management (LCM)

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Marketing Launch Planning Process
Marketing Principles
Marketing Product Plan Framework
Key Marketing Questions
Questions to answer within the framework
How to think about Marketing
Process for Marketing Planning
Tools to help answer the questions
1. Understand the customers perspective 2. Antici
pate and outmaneuver the competition
1. What is the basic definition of your
market? 2. Who are your target audiences in the
marketplace? 3. What are the current behaviors of
your customers? 4. Why do your target audiences
behave the way they do? 5. What are your
competitors doing and why?
Buying Process Market Map Customer Portrait
Competitor Profile
Understand the Market Thoroughly
3. Concentrate on selected audiences and
behaviors 4. Define the products distinctive
value toselected audiences 5. Plan for sequenced
growth throughout the customers
perceptions 7. Ensure that products life
cycle
Develop the Marketing Objectives Strategy
6. What is it critical to get your target
audiences to do? 7. What is the overall
positioning?
Design and Implement the Integrated Campaign
Positioning Statement
8. What are the major activities that will be
implemented?
6. Shape the execution is efficient, consistent
and well integrated
Forecasts
9. What should you measure on an on-going basis
to verify your strategy is working as planned?
Track and Carefully Reevaluate
8. Track results and re-evaluate decisions
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I. Market Definition

• Timeframe

• Market Being Defined

• Market Size

• Current Treatment Classes/Approaches Used

• Current Customers

• Competition(Companies Products)

• Current Prescription
• Habits

Source IMS
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I. Market Indicators
Competitive Overview Company, Sales force
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I. Buying Process for Drug X Ex. Glaucoma
Check Up
GP/other specialist
Family History
Awareness Campaign
Eye Disorder
Origination
Ophthalmologists
New Patients
Treated Patients
Evaluation
Asses Risk Factors IOP, Race, Age.
Asses Risk Factors IOP, Race, Age.
Eye Examinations Tonometry, Ophthalmoscopy and
visual field exam
Eye Examinations Tonometry, Ophthalmoscopy and
visual field exam
Asses Risk Factors IOP, Race, Age.
Diagnoses and treatment
Glaucoma and OH W VRF
Glaucoma and OH W/O VRF
Glaucoma W/O VRF
Ocular Hypertension W/O VRF
Glaucoma and OH W VRF
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I. Treatment Process for Drug X Ex. Glaucoma
Glaucoma and OH W VRF
Diagnoses and treatment
Glaucoma and OH W VRF
Glaucoma W/O VRF
Glaucoma and OH W/O VRF
Rx escaled
AAgonists
Cosopt

FROM BB BB BBTRU TRU TRU Xal Xal CSP CSPAlp CSP
Xal
Treatment Recommendation
TO TRU TRUAlpProst AlpProst Prost AlpXal CSPA
lp CSP Alp Prost Xalacom TRS Alp
FROM BB Xal BBTRU XalXE BBPiloc CSP TRU
BBAlp
TO TRU,CSP, Alp or Prost CSP CSP or Prost CSP
Prost CSP, Alp or Prost Prost, Alp CSP, Alp,
Prost CSP, Prost
Alph Prop
CSP Prost Xalac TRS AlphBB ProstBB Azopt
BB
CSP Xal Xalac TRS AlphBB ProstBB TRSBB Azopt
BB
TIMOPTOL TMP-XE Betoptic-s Timolol
Xalatan Lumigan Travatan Resc
Brand Choice
Fulfillment
Purchase at Pharmacy Swith for copy/generic?
Adherence
Follow-up discussion with Ophthalmologist
NOT a follow-up discussion with Ophthalmologist
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I. Key Events Timeline

Trusopt pediatric indication
OWI Launching
Co-Regulation S.Forum
EGPS to prevent OH and visual field loss with
dorzolamide
Glaucoma Consensus
Co-Regulation S.Forum/Int.
Ocular Blood Flow Book
EGPS FS Symposium
2008
2009
2010
2011
2012
2013
2017
2014
2015
2016
Xalacom (Pha) launching
Memantine (All) launching
Combigan (All) launching
Nyolol (NVR) launching
Travatan (Alc) launching
Lumigan Timolol (All) launching
Alphagan P(All) launching
M.Timolol (Alcon) launching generic
Travance (Pharm) launching
Lumigan (AFT) launching
Brimonidine (Alc) launching generic
Cosopt Generic (Bios)/ Copie (Genom) launching

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II. Developing Marketing Objectives Strategy

• Objectives
• Sales
• Market Share
• By therapeutic class
• Values and Patient/Units
• By Share of Voice
• Strategy
• Sales force promotion, co-promotion,
  co-marketing
• Non-manpower promotion
• Direct to Consumer

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III. Designing Implementing the Integrated
Campaign
Description
1Q
Objectives / Message
2Q
3Q
4Q

• to establish strong partnership with main
  pharmacies
• to avoid generic changes
• to support the implementation of _______

Pharmacy Program (US3K)

• to identify potential customers (PBMs and
  private companies) that could evaluate vascular
  risk factors and OBF - patients with POAG, will
  be administered X drug

Managed Care Program (US3K)

• to participate in main national and regional
  congresses

National Events (US88K)

• to invest on local opportunities
• to support regional events
• to implement action plan that bring us good
  results in a short time

Individual Plan (US19K)
Sampling Program (US100K)

• to address samples in Private Clinics with high
  potential prescription

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III. Designing Implementing the Integrated
Campaign

• Key Local Medical Events

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III. Designing Implementing the Integrated
Campaign

• Sampling Program

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IV. Track and Re-Evaluate
Summary Tracking Plan
Summary Plan
Opportunities
Related Objective
Success Measures
(Key Programs)
Challenges
(includes attitudinal/
behavioral objectives)
Enhance the efficacy perception of Cosopt
Shape physicians
- Clinical studies
- Improve class performance (Cosopt and Trusopt

perception on
- Promotional materials
efficacy
- The Opened Eyes program
- Continuous tracking sales and demand
- MSD Is Worth It Program

- Data from programs and meetings (how we can
maximize our investments)
- Cosopt Clinical meetings
- Cost-effectiveness promotion
Brand choice focus
- Promotional materials
Differentiate Cosopt and Trusopt from
competitors
- Data from sales force - Audit data (IMS,
Close-up, Treated patients)- DDD Analysis
- Clinical discussion - Events - Sales force
promotion
Reinforce the new concept in the treatment
paradigm
Recognize the importance of blood flow and
vascular factors
- Sales Force Promotion - Promotional materials

- Data from sales force
- Survey on physicians perception - Data from
sales and demand
- National Forums
- Cosopt Clinical meetings
- Focus on glaucoma specialists and high
prescribers
Face competitors (generics and prostaglandins)
Brand Choice and fulfillment leverage
- Audit data (IMS, Close Up, DDD)
- Data from programs (number of patients) -
Feedback from physicians satisfaction
- The Opened Eyes program
- MSD Is Worth It Program
- Cosopt Clinical meetings
- National Forums
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Why Has Project Management Made its Way Into
Marketing?

• SPEED!

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Why Has Project Management Made its Way Into
Marketing?

• A successful launch is crucial to the long term
  success of any product
• In todays competitive environment, it is
  critical for a new product to establish a steep
  sales growth curve at launch (rapid uptake by
  physicians and patients)
• Share of voice
• This requires strong focus on all elements
  related to launch including clinical, regulatory,
  sales, marketing, logistics, and others
• Often emphasis is placed on management of
  clinical and regulatory aspects of
  commercialization with little planning of
  sales/marketing launches
• Improper launch management leads to unsuccessful
  launches, lost opportunities, and unhappy
  customers

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Typical Organizational Structure for Managing
Launch ProjectsCompany wide
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Typical Organizational Structure for Managing
Launch ProjectsCompany wide
Includes Direct to consumer campaigns,
mailings, advertising
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Challenges in Managing Launch Projects

• Capital non-human
• Typically under-resourced
• Time-critical
• External factors
• Internal factors/approvals
• Get it right the 1st time
• Capital human
• Personnel (under-staffed)
• Vendor management
• Personnel (under-qualified)

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Commonly Used Tactics for Incorporating PM into
the Marketing Launch Process

• Creating an effective cross-functional launch
  team
• These teams drive sales and rapid uptake of a new
  product
• How?
• Develop clear roles and responsibilities to
  increase performance and facilitate the
  cross-functional integration process
• (ex. Clinical liaison, manufacturing, regulatory,
  marketing and sales materials, programs, opinion
  leaders development)
• Ensuring appropriate communications between team
  members
• Ensuring team members Facilitation, negotiation
  and collaboration are critical skills

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Commonly Used Tools for Managing Launch Teams

• Excel
• MS Project
• SharePoint /Intranet
• Market Uptake/Benchmarking Tools
• Competitor positioning, competitor branding
  tactics, resource allocations to support existing
  product market shares, and thought leader
  observations of the therapeutic landscape

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Lessons Learned

• Marketing is still marketing but with a
  twist..
• PM skills have evolved from nice to have to
  necessary in all marketing functions
• New skills are needed especially on the
  technological front
• MS Project, advanced Excel, SharePoint
• For launches, an actual PM is more commonplace
• Mid-large sized companies allocating headcount
  for PMs