Launching New Products: Best Marketing and Sales Practices

The goal of this book is to efficiently share best practices of launching new medical products with professionals (CEOs, CFOs, and Marketing VPs, Directors and Managers of Marketing, Board Members) who want to help patients and help their company be successful. There is no objective standard to evaluate the quality of actions leading up to the launch and used to adjust during the launch. As a result, business leaders make their own judgments and never truly know if they could have done better. Often, the people leading product launches do not use fundamental marketing approaches because either they are not aware of them, or they do not believe in them. Medical product launch decisions are informed by the biases of company leaders who may have limited, or unsuccessful experience in launching new products. The goal of this book is to distill the wisdom from hundreds of publications and experience from launching over 50 new products into a checklist for Marketing leaders, CEOs, and Board Members. The function of a checklist is to force consideration & completion of tasks that drive a successful product launch. Airline pilots and surgeons have checklists because the consequence of missing a task can be catastrophic. Checklists for pilots and surgeons save lives. Medical product companies can increase the probability of a successful new product launch by using this checklist. This checklist can improve performance and save time. This checklist highlights the most important elements of factors that create a successful medical product launch. It is structured to follow the Four P's of Marketing - Product, Price, Promotion and Place. The benefits to the reader are at one-stop source of proven, high impact actions to optimize her/his medical product launch that can be revised to her/his specific situation.