2007-03-14 12:33:52 -

CHAPEL HILL, N.C., March 14 /PRNewswire/ -- Failed initial drug launches are not the end of the story. Indeed, Wellbutrin and Zithromax serve as well- known reminders that transforming marketplace busts into blockbuster mega-hits is not only possible, but well worth the time and scrutiny that drug re-launch efforts require. As leading pharmaceutical companies have demonstrated, honest, disciplined reexamination of initial missteps combined with new core messages that redefine a product's identity along with more strategic product positioning can catapult product uptake on re-launch.

Best Practices, LLC's benchmarking

report Product Re-Launch Excellence: Transforming Lackluster Pharmaceutical Products Into Market Success Stories highlights the winning strategies, field-proven tactics and experience-based pitfalls of companies that have re-launched or re-positioned a brand. The study gathers insights from 19 brand managers across 14 pharmaceutical and biotech companies, including Abbott Labs, AstraZeneca, GlaxoSmithKline, Merck, Novartis, Pfizer and Sanofi-Aventis. The report is available online, along with a free excerpt at: http://www3.best-in-class.com/rr781.htm.

Best Practices, LLC's research revealed that brand managers use an assortment of tactics to redefine their product character for re-launch:

-- Changing core promotional messages -- Developing a position around an unmet medical need -- Articulating product benefits as opposed to product features -- Positioning against competitor products -- Clarifying targeted patient groups -- Revising marketing materials and details

For a deeper exploration of the captured metrics and best practices in "Product Re-Launch Excellence: Transforming Lackluster Pharmaceutical Products Into Market Success Stories" visit http://www3.best-in-class.com/rr781.htm or for related research visit our Best Practices, LLC Web site at: http://www3.best-in-class.com/.

ABOUT BEST PRACTICES, LLC

Best Practices, LLC is a research and consulting firm that conducts work based on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Our clients include 43 of the 50 leading pharmaceutical companies. For more information, call (919) 403-0251 or visit http://www3.best-in-class.com/.

Source: Best Practices, LLC