Managing Mature Product Promotion

Industries Profiled:
Market Research; Manufacturing; Medical Device; Pharmaceutical; Financial Services; Service; Retail; Research; Computer Software; Diagnostic; Health Care; Transportation; Biotech; Clinical Research; Consulting; Distribution; Insurance; Hospitality; Telecommunications; Technology; Professional Services; High Tech; Automobile; Utilities; Energy; Consumer Products; Chemical; Medical; Electronics; Laboratories; Biopharmaceutical; Banking; Computers; Entertainment; Internet; Computer Hardware; Aerospace; Academic; Media; Education; Newspapers; Government; Shipping; Science; Office Supplies; Marketing; Office Equipment; Cable; Advertising; Defense; Military; Diversified; Sports; Technology; Public Relations; Multiple; Communications; Logistics; Publishing; Real Estate; Construction; Architecture; Engineering; Aviation; Legal; Test Industry; Non-Profit; Business; Orthopaedics


Companies Profiled:

Study Snapshot

Ensuring continued revenues for mature drug products requires insightful marketing and sales planning. Companies structure staff and outsourced activities to ensure that they have the greatest chance of achieving top sales performance for key drugs as their patent expiration approaches. 

This 18-slide Executive Presentation outlines how three benchmarked companies tackled a variety of mature product promotion issues including:

• Active promotion
• Passive Promotion
• Sales force incentives
• Sales force training
• Resource support
• Lifecycle management

• 13 Information Graphics
• 1 Data Graphic, containing two Quantifiable Metrics
• 2 Manager Narratives

• Identify and utilize alternative channels and tactics to complement or substitute field-based promotion of mature products (e-business, tele-sales, mailings).