For products that are not performing to expectations, a relaunch can revitalize a stale brand, highlight new clinical evidence, or give a product another chance to reach the patients it was designed to treat.
With each therapy that a pharma company produces, the goal is to create and own a sustainable competitive advantage in the marketplace. Sometimes that goal is not met. Sometimes the marketplace changes. Or sometimes marketers want to reinvigorate a brand. This may require a relaunch, which means marketers often have to retrace their steps to discover what was lacking in the brand’s message and positioning.
“To justify a relaunch of a product, there has to be a serious enough shift or change with the product or the marketplace that either strengthens or erodes its competitive advantage,” says Sean McLoughlin, product manager, new product planning, at GlaxoSmithKline. “Internal variables that may justify a relaunch would include a new indication, a new formulation, or significant new clinical studies. Some external variables include a change in the competitive landscape, such as a void created by a product that was pulled from the market; epidemiological shifts, for example large TB outbreaks may be cause to relaunch a TB product; or cultural shifts, for example renewed interest in international travel may be cause to relaunch an antimalarial product…
6 Reasons to Relaunch
Sound Bites from the Field
A Case Study: A Relaunch to Underserved Populations
Evidence-based Marketing: A Relaunch Strategy
Experts on this Topic
Jeffrey S. Aronin. Founder, President, and Chief Operating Officer, Ovation Pharmaceuticals Inc., Deerfield, Ill.; Ovation is a specialty pharmaceutical company. For more information, visit ovationpharma.com.
Lynne Brookes. VP, U.S. Marketing, Cephalon Inc., West Chester, Pa.; Cephalon is an international biopharmaceutical company. For more information, visit cephalon.com.
Frank Ciriello. VP, Sales and Marketing, Eisai Inc., Teaneck, N.J.; Eisai is the U.S. pharmaceutical subsidiary of Tokyo-based Eisai Co. Ltd. For more information, visit eisai.com.
Maureen Mangiavas. Senior Director, Business Development, The Hal Lewis Group, Philadelphia; HLG is a healthcare marketing communications agency. For more information, visit hlg.com.
Sean McLoughlin. Product Manager, New Product Planning, GlaxoSmithKline, Philadelphia; GlaxoSmithKline is a research-based pharmaceutical company. For more information, visit gsk.com.
Jim Metropoulos, M.D. Copresident, Sudler & Hennessey, New York; S&H is a global healthcare communications company. For more information, visit sudler.com.
David L. Stern. VP, Marketing, Metabolic and Endocrinology, Serono Inc., Rockland, Mass; Serono is a global biotechnology company. For more information, visit serono.com.
Mark Stinson. Principal/Innovator, Stinson Brand Innovation Inc., Chicago; Stinson Brand Innovation is a life-sciences consultancy. For more information, visit stinsonbrandinnovation.com.
Donato J. Tramuto. CEO, i3 Magnifi, Basking Ridge, N.J.; i3 Magnifi conducts early market viability and research design that influence how a product develops, and manages the critical later phases of research that help commercialize products. For more information, visit i3magnifi.com.