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. That proved to be the wheel that kept the whole process moving. Consistency paid off. In less than a year, Program Flea Control became the largest-selling pharmaceutical for pets in history.
Most new products fare nowhere near as well.
Last year, a record 24,000-plus new products were introduced. Most won't survive, let alone thrive. Yet new products are a company's lifeblood, and an organization owes it to itself to give each launch a shot at success. Once again, doing the homework is key. They all play key roles in the development and successful launch of a new product.