MCKINSEY美国分公司资料(PPT 39页)

Pharmaceutical Life Cycle Management (LCM)
Today´s discussion
Life Cycle Management
LCM requires a commercial mindset
LCM requires a commercial mindset
LCM requires a commercial mindset
LCM requires a commercial mindset
LCM requires a commercial mindset
The life cycle can be divided into three phases
Best practice targets for ”launch” phase
Selecting the right label requires a clear ambition
Trend towards compressed launch schedules – case example: Pfizer
Marketing investment becoming more aggressive
Dynamic marketing model
Example of physician decision funnel
Publication volume is important in differentiating drug products

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