The marketing team, aware of the high expectations of management on the upcoming new pharmaceutical product introduction, is feeling overwhelmed by the thought of what lies ahead. For the launch to succeed, it is essential to replace that sense of unease with one of enthusiasm. The secret is to develop a detailed plan of action and then apply discipline to its execution. For brand management, that means focusing on five key factors that can influence the outcome of the campaign: 1. playtime, 2. perseverance, 3. playbook, 4. planning, and 5. people. In case of a launch, the most important individual is the brand manager. It is the managers job to keep the team on target, so that members of the group can work together and create an effective plan. In a product launch, perseverance is vita...
Pharmaceutical companies are employing knowledge management (KM) to enhance strategic performance across the enterprise, to help with long-term development of new products and to build more comprehensive knowledgebases, among other uses. Market forces are leading them to adopt best practices and other management techniques that are used in other industries, but have been largely undeveloped in the pharmaceutical arena. Enhancing collaborative efforts across departments is critical to being successful in improving best practice and similar management efforts. Knowledge management systems help pharmaceutical firms track regulatory comments and monitor product development not only within a specific pharmaceutical firm, but also across "an ecosystem of partners," which is becoming more comm...
Lechleiter earned his Ph.D. in organic chemistry from Harvard University and joined Lilly in 1979 as a senior organic chemist. His experiences include roles in pharmaceutical product development, project management and regulatory affairs. He was appointed senior vice president pharmaceutical products in 1998 and was promoted to executive vice president of pharmaceutical products and corporate development in 2001.
... efficacy of an investigational topical product for the treatment of onychomycosis (nail fungus). ...
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