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Product teams must begin their relaunch planning early to incorporate it into a strong overall lifecycle management strategy. As product teams enter Phase 2 of development for their initial launch, they are often planning their relaunch strategies for years later. Early planning is one of the key factors in making a product relaunch successful.

Cutting Edge Information analyzed the relaunch strategies outlined in this study into two categories: Line Extensions and New Market Entries. Each line extension or new market entry strategy profiled in this study includes a detailed analysis of:

• Implementation costs
• Time to implement
• Strategy outcome in terms of revenue
• Market share protection gained from implementing the tactic

Product relaunch success is a combination of timing, investment and the science behind each drug. A drug manufacturer must first identify whether a compound may be a viable relaunch candidate. Then, the manufacturer must determine the level of investment necessary to bring a relaunch product to market. The next, and perhaps most important, step is for the product team to determine when to relaunch the drug.

Cutting Edge Information’s report, Pharmaceutical Product Relaunch: Preserving Market Share through Line Extension and New Market Entry Strategies , includes valuable benchmarks that will help you understand the science, investments and timing behind common relaunch strategies.

 

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