Navigation Links
Maximizing the Potential of Multi-Drug Portfolios Without Cannibalizing from a Legacy Brand
Date:12/10/2010

CHAPEL HILL, N.C., Dec. 10, 2010 /PRNewswire/ -- Managing multiple brands for the same indication is a complex balancing act for bio-pharmaceutical companies. While a new product can translate into expanded market share and improved reputation with physicians, it can also result in a new product gaining market share at the expense of the organization's legacy product.

With the objective of identifying successful strategies and tactics for marketing multiple brands for the same indication or area of use, Best Practices, LLC has published a new study, "Expanding a Product Portfolio without Cannibalizing an Established Brand." This 61-page report presents the strategies for creating well-crafted marketing strategies and smart resource allocation plans that will deliver multiple high-performing brands.

The research project clearly illustrated that after a new product is launched, spending priorities for the legacy product must shift. On average, sampling, coupon-discount programs and direct mail become more important, while ad boards, class-building activities and speaker training become less important for the legacy brand's continued success.

Key topics addressed in this report include:

  • Effective methods of differentiating multiple brands
  • Positioning strategies that minimize product cannibalization
  • Operational changes that drive success when introducing a new brand into a product family
  • Positive & negative impacts of introducing a new brand
  • New product's share of the combined marketing spend during first three years both are marketed
  • Marketing mix for new & legacy products
  • Marketing activities that drive continuing success for legacy brand
  • Best indicators of marketing effectiveness
  • Pitfalls, failure points and best practices

Participants in this benchmarking research included 28 respondents at 22 leading pharmaceutical, biotech and medical device companies. Research analysts also conducted in-depth interviews to collect executive insights and harvest best practices and lessons learned.

To learn more about this report, download a complimentary report excerpt at http://www3.best-in-class.com/rr1035.htm. For related research, visit our Best Practices, LLC Web site at www.best-in-class.com/

ABOUT BEST PRACTICES, LLC

Best Practices, LLC serves 48 of the world's 50 top pharmaceutical companies.  For 17 years, we have conducted work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. 


'/>"/>
SOURCE Best Practices, LLC
Copyright©2010 PR Newswire.
All rights reserved

Related medicine technology :

1. Potential Safety Issue Identified in Ongoing Phase 2 Clinical Study of HCV-796
2. Cleveland Clinic Researchers Identify Mechanism Behind Platelet Function and Potentially Fatal Blood Clot Formation
3. Peregrine Reports Data Showing Bavituximabs Potential to Shrink Prostate Tumors
4. Peregrine Researchers Report Data Showing Bavituximabs Potential to Shrink Human Prostate Tumors in Model of Relapsed Disease
5. TorreyPines Therapeutics Completes Phase I Multiple Dose Clinical Trial of NGX267, a Selective M1 Agonist for the Potential Treatment of Cognitive Impairment Associated with Schizophrenia
6. Intellect Neurosciences, Inc. and CHDI, Inc. Enter Into Compound Testing Agreement to Evaluate OXIGON(TM) as a Potential Treatment for Huntington Disease
7. Study Published in Endocrinology Reports Potential of Modigene Technology to Extend Duration of Protein Drugs
8. Potential Breakthrough Cancer Treatment Emerges from MIPS-Funded Clinical Trial Teaming CSA Medical Inc. and University of Maryland Researchers
9. Synvista Therapeutics Alagebrium Shows Potential for use in Treating Diabetes-Related Gastrointestinal Complications
10. Potential Early Warning System for Lung Cancer Identified
11. Preclinical Studies Show Potential Progress Toward Identifying Specific Tumor Types With Higher Likelihood of Demonstrating Response to Anti-Cancer Compounds Early in Clinical Development
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/2/2017)... Labs announces the European launch of their new low volume, high ... in Cambridge, U.K on October 4th. The ... with unprecedented speed and sensitivity while using far less sample volume ... ... ...
(Date:9/28/2017)... WASHINGTON , Sept. 28, 2017 Cohen ... to advance the use of wearable and home sensors ... brain disorders. Early Signal Foundation, a nonprofit organization focused ... populations, will provide an affordable analytical system to record ... ...
(Date:9/25/2017)... --  Montrium , an industry leader in powerful ... Trial Master Files & Inspection Readiness Conference ( ... Services has selected eTMF Connect to ... a leading European contract research organization (CRO), will ... enable greater collaboration with sponsors, improve compliance and ...
Breaking Medicine Technology:
(Date:10/12/2017)... CITY, Fla. (PRWEB) , ... October 12, 2017 , ... ... cold therapy products, announced today the introduction of an innovative new design of the ... multipurpose pad so you get maximum comfort while controlling your pain while using cold ...
(Date:10/12/2017)... Rockville, Maryland (PRWEB) , ... October 12, 2017 ... ... a magnetic drug delivery system that we intend to develop to enable prevention ... regimens can lead to severe hearing loss, especially in pediatric patients. For cisplatin, ...
(Date:10/12/2017)... ... October 12, 2017 , ... Leading pediatric oncology experts at ... D.C., for the 49th Congress of the International Society of Paediatric Oncology ... the Center for Cancer and Blood Disorders at Children’s National, and Stephen ...
(Date:10/12/2017)... ... 12, 2017 , ... Health Literacy Innovations (HLI), creator of ... and the Cancer Patient Education Network (CPEN), an independent professional organization that shares ... strategic alliance. , As CPEN’s strategic partner, HLI will help support CPEN ...
(Date:10/12/2017)... ... October 12, 2017 , ... Farm Forward ... and other leading institutions in announcing the launch of the Leadership Circle ... way animals are raised for food. , Founding members of the Leadership Circle ...
Breaking Medicine News(10 mins):