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Invigorated Sales Force Key to a Successful Re-Launch
Date:5/6/2008

CHAPEL HILL, N.C., May 6 /PRNewswire/ -- There are a lot of steps between a failed drug launch and a successful re-launch. An organization's sales force must be involved with many of those steps because invigorated sales force support is crucial to any successful re-launch effort, according to a study by benchmarking leader Best Practices, LLC.

How do you invigorate a sales force? Half of the companies that participated in the research identified raised incentive compensation and fine-tuned product placement as highly effective tactics for enhancing a product's position in the sales force and marketplace.

The study, Product Re-Launch Excellence: Transforming Lackluster Pharmaceutical Products into Market Success Stories, is available online with a complimentary excerpt at http://www3.best-in-class.com/rr940.htm

The study gathers insights from 14 pharmaceutical and biotech companies, including Abbott Labs, AstraZeneca, GlaxoSmithKline, Merck, Novartis, Pfizer and Sanofi-Aventis. The research contains almost 500 metrics and 50 best practices that will help executives gain insights into re-launch strategy and practices.

As best-in-class pharma companies demonstrated, a product's uptake on re- launch is boosted by combining a new core message that redefines a product's identity with adjustments to field sales force tactics to fit with the repositioned brand.

The research revealed that while companies agree changes are needed for a re-launch sales force to be effective, determining what changes are needed depends on the reasons for the re-launch. Benchmark partners identified -- and the study examines -- various factors to consider when evaluating sales force changes:

-- Should the sales force size be expanded?

-- Should the product position be elevated within a sales force?

-- Will different customer segments need to be targeted and
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SOURCE Best Practices, LLC
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