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Brand Life Cycle
AT A GLANCE Consultative Services Guide
PRE-LAUNCH [more info]
Prepare Market for New Launch:
- Build awareness of therapeutic gaps in disease state (set up product benefits)
- Position company/sales reps as experts - expectation building
- Unbranded
LAUNCH & NEW INDICATION [more info]
Establish Market Position:
- Build awareness of brand name and link to product benefits
- Generate trial
- Full branding
EARLY LIFE CYCLE [more info]
Reinforce Market Position/Adjust for Competitive Response:
- Reinforce awareness
- Extend trial
- Build adoption
- Full branding
MID LIFE CYCLE (LATE GROWTH, EARLY MATURITY) [more info]
Protect Market Position/Flank Competition by Expanding Relationship:
- Reinforce adoption
- Build loyalty
- Value add
- Case for branded and unbranded
LATE LIFE CYCLE (MATURITY) [more info]
Protect Market Position/Redefine Competitive Framework/Set Up Market for Pre-Launch of New Indications:
- Reinforce loyalty-increase value for
- Expand health education media to cover new disease states and indications
- Case for unbranded and branded
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