Taming the Mighty Migraine
Phase 3 - Strategy & Positioning
Your team should now prepare the launch campaign for the new anti-migraine drug. The product is a nasal formulation of Pfizer’s Relpax. Develop a strategy and a position statement for one or more target market segments identified in Phase 2.
Step 1
Review the following lecture materials
- Consumer Behavior & DTC Promotion - PowerPoint presentation (14 slides)
- Organizational Marketing & Managed Care - PowerPoint presentation (13 slides)
- The Buyer's Decision-Making Process - PowerPoint presentation (9 slides)
- Direct to Consumer Promotion - PowerPoint presentation (9 slides)
- Forecasting - PowerPoint presentation (30 slides)
Review the text based materials
- Barron’s Marketing text, chapters 12- 14
Step 2
Conduct your research and discuss findings and presentation approach with your team. The following URLs have been provided to help you get started with this activity.
- New Study Confirms Long-Term Safety and Tolerability of ZOMIG® Nasal Spray for Treatment of Migraine (off site)
- Pharma Marketing Network (off site)
- RxME Pharmaceutical Marketing Executives (off site)
Step 3
Develop presentation materials that summarize your strategy and position statement. The PowerPoint presentation should be created for delivery to the Senior Vice President of Marketing and to the other design teams.
Continue to work on your marketing proposal, and the German anti-psychotic drug market assessment.
If you have any questions on how to complete these activities call or email your instructor.
Step 4
Post your presentation to the Week 3 discussion area by midnight Wednesday. At least 2-3 times during the week logon to the course site to review and where appropriate comment on new postings.
The Senior Vice President (your instructor) will also be posting comments and questions regarding your presentation, so make sure that you review and address them in a timely fashion.