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:2/28/2017)... DUBLIN , Feb 28, 2017 ... "Digestive Enzyme Supplements Market Forecasts 2014-2025" report to their ... ... reach USD 1.6 billion by 2025. Growing consumer awareness regarding ... good health is expected to stimulate industry growth over the ...
(Date:2/27/2017)... 27, 2017 Halyard Health, Inc. (NYSE: ... and provided its 2017 outlook and related key planning assumptions. ... $410 million, a 2 percent increase compared to the prior ... 2016 was $10 million compared to net income of $15 ... net income was $24 million compared to adjusted net income ...
(Date:2/27/2017)... 27, 2017   Royal Philips (NYSE: ... leader in health technology, today announced 510(k) clearance ... to market its ElastQ Imaging capability, further expanding ... systems. ElastQ Imaging enables simultaneous imaging of tissue ... for the diagnosis of various liver conditions. With ...
Breaking Medicine Technology:
(Date:2/27/2017)... ... ... The threat of nuclear warfare has long plagued this world. In July of ... of nuclear weapons. Years later, when her co-workers began dying, Dot started searching for ... Clayton exposes the critical decisions made by agencies involved in the nuclear testing during ...
(Date:2/27/2017)... Orange County, CA (PRWEB) , ... February 27, 2017 , ... ... for periodontitis. Periodontitis is a chronic inflammatory gum condition that occurs when the bacteria ... of deep cleaning, also referred to as a scaling and root planing or SRP, ...
(Date:2/27/2017)... ... 26, 2017 , ... Miro is the ultimate smart media center that offers ... movies, TV shows and much more apps for user exploration. Its innovative acoustic design ... of 1280 x 720 provides crisp images with remarkable clarity and color. The WiFi ...
(Date:2/27/2017)... ... 2017 , ... Texas based retail electric company Discount Power ... (Residential Customer Equivalent) count exceeds 150,000. , Discount Power was acquired ... 2,250 RCEs at the time of acquisition. In the three years since the ...
(Date:2/27/2017)... ... February 27, 2017 , ... Silicon Valley Hair Institute, a ... new informational post on robotic hair transplantation. San Francisco residents may be confused ... Follicular Unit Transplantation (FUT) can sound similar. Either treatment can be used to ...
Breaking Medicine News(10 mins):