Details on pricing, and how patients will be reimbursed are also finalized at this stage. Before large-scale manufacture, the product team predicts demand in different parts of the world, to ensure adequate and timely supplies. Printed materials and packaging must be in place too. This challenge is made yet more complex by the number of languages to which these materials need to be produced. The launch plan is formulated in the three years leading up to the launch, and covers marketing opportunities, prescribing patterns, competition and promotional methods.
Commercial strategy is refined throughout development by meeting physicians, patients and payers.
A primary concern is the effort required to launch the product. This is influenced both by the effectiveness of education and positioning prior to launch and the type of product. Research and Development, along with the country teams and other departments, also play a key role in the effective management of the product s life cycle, evaluating the possibilities for new indications, formulations and presentations. They may be designed to answer physicians questions, for example, about interaction with other drugs, or its suitability for pediatric use. The market for a product can be extended in a number of ways.