• Participants’ ratings of key factors driving relaunch decisions
   
• Self-assessments of participants’ relaunch success
   
• Participants’ ratings of the importance of specific stakeholders in relaunch success
   
• Prevalence of targeted stakeholder subgroups:
  • Physicians
  • Thought leaders
  • Regulatory agencies
     
• Participants’ ratings of elements required for successful relaunches
   
• Departmental sources for relaunch funding
   
• Annual marketing budgets for relaunched brands
   
• Participants’ ratings of the greatest threats to relaunched brands
   
• Participants’ ratings of improvement opportunities for relaunched strategies
   
• For each of the seven relaunch strategies outlined in this study - New formulations/delivery systems, New dosing strengths, New dosing regimens, Pediatric indications, New indications, Combination therapies and Drug repurposing – the following metrics are included:
  • Average development timing
  • Average financial outcome
  • Average implementation time
  • Average strategy effectiveness
  • Average implementation costs
  • Typical market share protection afforded by implementing the strategy (measured in months)
  • Average development stage to begin planning
     
• In addition to the metrics listed above, the study includes nine brand case studies that include the following metrics for each brand:
  • Therapeutic area
  • Relaunch investment
  • Relaunch timing
  • Initial drug sales
  • Relaunched drug sales
  • Patent life remaining on initial drug at the time of relaunch
  • Development and implementation time for relaunch

Table of Contents:
Executive Summary..............11
Methodology and Profiled Companies..............13
Pharmaceutical Product Relaunch: Five Principles for Success..............15
Relaunch Strategy Development..............23
Line Extension Relaunches..............37
Case Study: Brand 1..............50
Case Study: Brand 2..............57
Case Study: Brand 3..............61
Developing New Formulations and Delivery Systems..............45
Case Study: Brand 4..............65
New Dosing Strength and New Dosing Regimen Launches..............69
Case Study: Brand 5..............74
Marketing Pediatric Indications..............86
New Market Entries..............93
New Indication Relaunches..............101
Case Study: Brand 6..............105
Case Study: Brand 7..............114
Combination Therapies..............119
Drug Repurposing..............128
Case Study: Brand 8..............132
Case Study: Brand 9..............139
Relaunch Case Studies..............145