Successfully tracking your launch.
The launch stage in the product life cycle is a critical one in the development of a product. Analysis conducted by IMS HEALTH shows that the first 2-3 quarters after the launch of a product will determine its future uptake and eventual success. Therefore, tracking performance as fast as possible is key during these first 6-9 months that the product is on the market.within a year, which means that rapid global tracking has never been more of an issue to allow you to benchmark performance across markets, but also against successful historical launches.But how do you evaluate your launch? What are the key indicators of success? And how can you access the appropriate information globally and quickly to allow you to make crucial decisions in the shortest time frames?
A launch performance tracking service from IMS HEALTH
IMS Health launched a service aimed at providing the support to monitor the launch of a new drug in the global market place.
The service is called IMS Performance Tracker. This is a dashboard view of the performance of the product through a number of key indicators in a user-friendly format (ViewPlus) that is completely customised to each client’s market. The object is to bring the end user of the information (the product manager, marketing manager, marketing VP) all the key information that he/she needs to steer the strategic decisions that need to be made during this period. That information is viewed through customised graphs and tables, offering the client the best possible view to allow him to get to the insight as fast as possible. The indicators included are brought together from a number of different sources within IMS. They also allow seeing weekly information wherever it is available. In other words, harnessing he power of speed and insight all in one, at the flick of a switch.
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