How Do International Big Pharmaceutical Companies Successfully Launch New Products
Date Issued
2006
Date
2006
Author(s)
Hsu, Fu-Ted
DOI
zh-TW
Abstract
The purpose of study is to explore a successful model for a new product launch through a historical review, literature research, topic reports, business website, thesis, lectures, journals and consultant company reports. The key success factors of new product launches were found to be: resource allocation, market-driven R&D, key opinion leader management, planning and market research, launch speed and worldwide coverage, balance of global planning and local implementation and sales force support. The key success factors to launching new products in the Taiwan pharmaceutical market are license approval, BNHI reimbursement price, timelines of hospital formulary listing, flexible pricing policy, marketing resources, professional and motivated sales team and compliance with the code of promotion.
The research results indicated that local Taiwan pharmaceutical companies could adopt the following new product launch models: 1. Differentiating formula, dosage form, dose administration or packages from generics. 2. Conducting clinical trails and sampling to distinguishable from other generics. 3. Early planning to be the first comer. 4. Increasing clinical experience and pre-launch awareness by clinical trial and sampling programs. 5. Planning in advance for hospital formulary listing. 6. Considering co-promotion or strategic partners in unfamiliar channels or bidding systems. 7. Investing in marketing to explore product opportunity. 8. Building up the capability of marketing, not only focusing on the pricing strategy. 9. Developing a professional hospital sales force in order to maximize the market opportunities.
Subjects
新藥上市
成功關鍵因素
成功案例
New product launch
key successful factors
successful cases.
Type
other
File(s)![Thumbnail Image]()
Loading...
Name
ntu-95-P93743019-1.pdf
Size
23.31 KB
Format
Adobe PDF
Checksum
(MD5):c5138850e04612d9a749ffa4a3e1a1f9