Your well-reasoned plan seems to be going in a dozen different directions. Suddenly, you're reinventing your launch plan as you go along. The key to success, says Haynes, is integration. In the end, the team came to appreciate the simple fact that in order for a launch to meet its objectives, all of the elements must work together. Everything is critical.
Balance is essential.
Novartis had a plan and stuck to it. Before Program Flea Control, only 16 percent of flea-control products were purchased from veterinarians. Today, Program Flea Control enjoys a 66 percent share of purchases of flea-control products at vet clinics. The key to success, according to Haynes, was the single-mindedness of the launch plan. Program Flea Control prevents flea infestation through monthly oral dosages.