mckinsey美国分公司资料某咨询公司(40页)-经营管理(编辑修改稿)

mckinsey美国分公司资料某咨询公司(40页)-经营管理(编辑修改稿)内容摘要：

Final prelaunch based on market research and clinical trials Reposition if necessary Initial very preliminary Updated based on market research and focus groups Final prelaunch based on input from markets and trials Rebranded only in unusual situations Covers key dimensions • Product development • Global marketing • Product supply • Patents • Etc. Top level milestones and more detailed activities 17 Best practice targets for ”extend” phase Ambitions • Maximize growth of franchise over time through share and market growth Shape the product • Deliver studies to evolve product positioning and respond to petitive and market shifts – focus on incremental sales • Evolve the product (., drug delivery methods) and add valueadded offerings (., diagnosis support) • Pursue local clinical studies balancing need/demands of local markets with diminishing returns of global positioning Shape the market • Evolve marketing mix and focus over time • Appropriately focus KOL activities to maintain work and respond to new petitors • Increase the size of the market through investments to broaden usage and enhance diagnosis • Secure optimal geographical coverage by alliances/copromotion Shape the pany • Develop and retain product teams on global and local level • Ensure sales force incentives drive evolution of existing prescribers and conversion of new prescribers 18 Examples of product extensions Patient based innovation Safety/ tolerability profile Line extensions Pharmaco–economic Further/ expanded indications New indication 19 Examples of product extensions Ways to create product extension Description Examples New indication Identifying diseases/symptom currently poorly/not treated and developing novel products • Proscar (Merck) • Captopril (BMS) • ReoPro (Centocor) • Acculane (Roche) Line extensions Adapting product to avoid/delay generic petition • Voltarol (Geigy) • Amoxil (SB) • Procardia XL (Pfizer) Safety/tolerability profile Focusing product development/marketing on addressing safely issues with incumbent therapies • Istin/Norvasc (Pfizer) • Cardizem (HMR) • Zantac (GW) Pharmacoeconomic Defining peconomic profile by ., redefining clinical end points for petitive advantage • Rocephin (Roche) • IPA/GUSTO (Genentech) • Dipravan (AstraZeneca) Patientbased Innovating around the specific need of patients • EasiBreathe (3M) • Novopen (Novo Nordisk) • Menorest (RPR) Further/expanded indications Expanding relevant patient population by redefining diseases of by treating additional diseases (formulation binations) • Fosamax (Merck) • Mevacor (Merck) • Coreg (BM) • Wellbutrin/Zyban (GW) 20 Capturing benefits of continued research Source: UK office of Health Economics/Market letter June 13, 2020 2540% of sales of top selling drugs in UK/USA are for indications discovered only after the drugs were launched 21 Impact of new indications Experience shows • Substantial spillover effects from being first pany to launch indication • First mover can get up to 10% more market share even where offlabel exists • The follower – running the same indications – usually is not able to improve his market position Example of possible indications for SSRIs • Major depression • Prevention of relapse of depression • Premenstrual dysphoric disorder • Anxiety – general and panic attacks • Obsessive pulsive disorders • Eating disorders – anorexia and bulimia • Substance abuse • Social phobia Where can pany gain share by pioneering indications? Where can pany leverage class effect? DISGUISED EXAMPLE 22 1922232117Sustained results with proactive Life Cycle Management – example Voltaren Source: IMS • Patent life extended 10 years after expiry through proactive product relaunches • USD 1 billion global sales in 1997 Sales in Germany DEM Millions Patent expiry Gel Sustained release Suppository Plain Global market share Percent 1993 94 95 96 97 1982 83 84 85 86 87 88 89 90 91 92 93 0 40 80 120 160 23 Increasing challenge to maintain KOL work demands focus Sponsored Supported Characterization “Thought leaders” • Provide critical data Prescribers Marketing measures • Scientific events initiated by pany • Involvement in sales force training “Influencers” • Heavily involved in。