While every new product is different, there are a few tried and true tips to make the most of any pharma product launches campaign in the world of medical device marketing and sales.
Prepare Launch Before FDA Approval for Medical device products
Approval by the Food and Drug Administration (FDA) is required for Medical device products before they go to market. Bear in mind that the FDA timeline may be unpredictable, the launch date could come sooner than you think, so planning ahead will save your team from rushing to finalize everything for the product launch.
Creating a plan with deadlines before FDA approval as this timeline provides enough time to create marketing collateral, train your sales reps, and cover anything else to give the launch the attention it needs. Even though your timeline might change as things arise, you will at least have the foundation set so you can make adjustments as needed.
Developing a Marketing Strategy for pharma product launches
While we are talking about planning, it’s also important to have a marketing strategy set in place for your pharma product launch. Complex products, like medical devices, require strong visualization for the end client.
Buyers need to know exactly what they are signing up for. A clear and simple message allows them to understand the product and, more importantly, decide to buy. If your product offers are not clear and concise, forget about it. People want clarity and they want it quickly.
Your marketing plan should include your website and its SEO, social media platforms, email campaigns, case and trial studies, press releases, trade shows, events with Key Opinion Leaders and some digital material like:
These experiences allow us to craft pitches that cut through the clutter and describe – in users’ terms – what makes a product special. If your target audience is consumers, they care about the quality of life and how your product addresses that. If your target audience is physicians, they care more about how it will improve their day-to-day work activities and MoA.
Set product launch goals
All the internal departments involved in the pharma product launch – sales, marketing, training, customer support, manufacturing, quality, and regulatory should set goals and work together to achieve them. A better practice is to set goals that are “S.M.A.R.T.” (specific, measurable, attainable, realistic and timely).
Know and understand your Competition
To pitch a product successfully, it is essential to understand what makes it new and special from other options in the marketplace. Sales representatives´ visits are great to get insight into the entire category, and trade show tours provide a valuable “what is next” viewpoint. Moreover, social media is a must for truly understanding a new product category. As you gather competitive intelligence, do not forget to incorporate it into your product launch and use it to your advantage.
Train Your Sales Force
Your sales force should receive proper product training and its features so they are prepared to assist customers at every interaction.
You are introducing customers to a powerful product so it only makes sense that you have powerful content to show it off. With the help of our team, you can create powerful content, like 3D animations, virtual reality, and procedural animations, to effectively tell the story of your product.
The following up is a key component of a successful product launch. After you have launched your product, it is important to track your results and the goals you set at the beginning.
You can put more resources into producing content when you have content visibility. Consider creating a content plan to help drive leads down the sales funnel once they come to your site, and offer up valuable content to help your audience better do their daily jobs. Being generous with your content pays off in the form of new leads, increased SEO relevancy, and more traffic to your site.
Launching a pharma or medical product is not easy. However, planned properly, it should be exciting, fun, and rewarding for both you and your customers. 3DforScience helps you creating visual medical content for taking a strategic approach in launching your product.
3DforScience is a scientific communication company specialized in digital content for the pharma and biotech industries. Our passionate creative team works alongside an in-house scientific team to provide cutting-edge medical animations, scientific illustrations, virtual reality, etc.
Our extensive experience within the field ensures all the content we produce is scientifically accurate, innovative, engaging, and pitched at the right level for the target audience.