{"id":203754,"date":"2022-06-20T10:00:00","date_gmt":"2022-06-20T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=203754"},"modified":"2022-08-22T14:38:18","modified_gmt":"2022-08-22T12:38:18","slug":"tips-to-ace-your-product-launch","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/pharma-challenges\/tips-to-ace-your-product-launch\/","title":{"rendered":"Tips to Ace Your Product Launch"},"content":{"rendered":"\n
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\"Tips<\/a><\/figure>\n\n\n\n
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Knowing when and where to target your product is key. Success is the ultimate goal. And the only way to achieve it is if you choose the right marketing strategy to put your brand in the consumer\u2019s mind<\/a><\/strong>.<\/p>\n\n\n\n

The pandemic has had a great impact on the pharmaceutical industry\u2019s paradigm of communication<\/a><\/strong>. Forcing, in that way, the elaboration of new models for a successful product launch. <\/p>\n\n\n\n

For this, we have gathered for you the key tips to help you ace your product launch<\/strong> while being adaptable to modern practices. <\/p>\n\n\n\n

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Tips to Ace Your Product Launch<\/strong><\/h2>\n\n\n\n
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New conjecture, New practices<\/strong><\/h3>\n\n\n\n
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COVID has brought a shift to an industry reliant on face-to-face interactions. With busier schedules, and restricted by social distancing regulations, HCP\u2019s connection with sales reps suffered a shift. <\/p>\n\n\n\n

In 2020 in-person contact with sales reps in Europe lowered by as much as 70% (McKinsey & Company<\/em>). This surfaced a major challenge to pharma companies who already faced significant obstacles in launching new products. Now the question is –<\/strong> How can one engage with the target audience effectively<\/a>?<\/strong> <\/p>\n\n\n\n

The \u201cone size fits all approach\u201d is no longer an option. HCP and patients alike want to feel that their specific needs are attended to. And that is only possible if personalization is taken into consideration as a key element in companies\u2019 marketing strategy. <\/p>\n\n\n\n

With the pandemic, the digital gained new relevance<\/a><\/strong>, that has already started to creep in in the years before. The way HCP and patients educate themselves on products and health has dramatically changed.<\/p>\n\n\n\n

In 2020 53% of EU citizens used the Internet to search for health-related information (Eurostat<\/em>). On the other end of the spectrum, HCP have spent more of their time virtually, attending conferences, accessing information, and even communicating with their patients<\/a><\/strong>.<\/p>\n\n\n\n

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Did you know that\u2026 63% of respondents of an EPG Health Media survey declared that they prefer the Internet to the traditional mediums to access scientific and health information (PharmaPhorum<\/em>)?<\/strong><\/p><\/blockquote>\n\n\n\n

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So, digital is now the way to go to both establish a solid marketing strategy and effectively launch your products. With the assurance that you target the right audience at the right place and time. <\/p>\n\n\n\n

It is the tools we can find online that should constitute part of your successful product launch. And we will just show you how. <\/p>\n\n\n\n

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The Product Launch – What to consider<\/strong><\/h3>\n\n\n\n
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Digital options for content marketing and product launch are great in their reach and engagement. But they are equally valuable in their cost-effectiveness<\/a><\/strong>. On the plus side, consumers value these tactics. <\/p>\n\n\n\n

So, when moving towards a product launch, you must think of the digital as an integrative marketing tool to complement your in-person efforts. And to do it effectively your first need to: <\/p>\n\n\n\n

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1 – Define your target market segment<\/strong><\/h4>\n\n\n\n
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An effective product launch is considerate of its primary target audience<\/a><\/strong>. The consumers that will benefit from your offer and are specifically looking for it. <\/p>\n\n\n\n

You must not fall under the mistake of targeting a wide, generalized audience. Otherwise, you risk getting your message lost and the product surpassed by the competitors\u2019 offers. Thus, for this not to happen, you must define your target market segment<\/a>.<\/strong> <\/p>\n\n\n\n

A target market segment<\/a><\/strong> is a group of potential customers and buyers of your product that fit within its features. For instance, if you are selling an anticoagulant pill your target market will be physicians within the area of cardiology and patients with cardiovascular conditions. <\/p>\n\n\n\n

However, how can you go from a general audience into a specific segment of consumers? You must think of:<\/p>\n\n\n\n

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