The Impact of Closed-loop Marketing on the Successful Commercialization of a New Product

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Evidenced-based Decision Making

Mange Business from Rx Pad Back

What is Closed-loop Marketing?

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Closed-loop Marketing – Evidenced based Decision Making

Evidenced-based Decision Making

Mange Business from Rx Pad Back

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Closed-loop Marketing – Promotional Framework Established

Adoption Process of a new pharmaceutical agent is complex

Define the Clinical Problem

Position in Practice

Review Options

Get Trial

Capture Trial Criteria

Review Trial Progress

Ensure TrialSuccess

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Impact of Closed-loop Marketing on a New Product Launch?

6 Ways

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Impact of CLM on a New Product Launch?

#1 Pre-launch Promotion

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Traditional Pre-launch Promotion

Proactive versus re-activeDialogue versus Monologue

Feedback versus Silence

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Define a Clinical Problem Review Options Launch

New Product Launch Pre-launch Promotion

Pre-launch ...Get Telaprevir Trial...Manage Telaprevir Trial...Position Telaprevir in Practice

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New Product Launch Pre-launch Promotion:E-detailing

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New Product Launch Pre-launch Promotion:Hit the Ground Running

Provide your sales force with a framework to jump start the prescribing habit

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Impact of CLM on a New Product Launch?

#2 Contract the Sales Cycle

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Contract the a New Product Launch Sales Cycle

Contracted Sales Curve

Time

Reve

nue

Entry Growth Mature

Revenue

Spending

Traditional Sales Curve

Move Most Valuable Physician Group into the Growth Phase faster

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Impact of CLM on a New Product Launch?

#3 Exploit the Window of Opportunity

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Market exclusivity – years reduced to months

Exploit the Window of Opportunity

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Exploit the Window of Opportunity

Market exclusivity = months

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Impact of CLM on a New Product Launch?

#4 Manage the Adoption Process

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Manage the Adoption Process

Manage a New Product Trial versus Current Entrenched Agents

Manage New Product Trial versus other New Products

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Impact of CLM on a New Product Launch?

#5 Opportunity and Activity in Sync

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Opportunity & Activity in Sync:Different Customers = Different Promotional Tactics

Heptologists >200 in US

Gastroenterologist Carve out

HCV Specialty

Primary CareDiagnose More

Nurse Practioners Patient Management

Example New Hepatitis C Products

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Opportunity & Activity in Sync

Assessing Selling

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Impact of CLM on a New Product Launch?

#6 Real-time Campaign Management

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Real-time Campaign Management

NRx Data Call Notes Sales Data

Backward looking - accuracy / meaning /

timing?

Cannot be analyzed – subjective rambling narrative

Market lagging – no predictive capability

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Real-time Campaign Management:Adoption Stall

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Closed-loop Marketing Impact ona New Product Launch Commercialization Summary

1. Prelaunch Promotion

2. Contract the Sales Cycle

3. Exploit Window of Opportunity

4. Mange the Adoption Process

5. Opportunity & Activity in Sync

6. Real-time Campaign Management

It is only through a lifecycle specific Closed-loop Marketing solution with its innovative

enabling technology and business processes that key commercialization activities can be

Executed, Tracked and Re-acted to:

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Questions

David Delong, Chief Customer EvangelistThe Customer Management Group(800)-477-0907ddelong@cmg-pharma.com