US Product Launch Strategy & Implementation

Nothing is better than direct launch experience and the TCG team has successfully supported a dozen US medical product introductions. We apply the expertise gained from large company launches at Johnson & Johnson, Ortho and Smith Kline combined with the practical skills from smaller firms like Closure Medical, Nucryst and Curasan AG.  These “hands on” developmental and implementation roles allow TCG to give clients effective brand building strategies, market development programs (for KOLs as well as customers), profitable reimbursement programs, solid sales/ distributor coverage plans and strong medical congress programs.

Our successes include:

• Developed and implemented the US launch of a bone regeneration product into the competitive dental implant area covering KOL programs, congress exhibits, sales recruiting and all marketing promotion/ advertising to meet forecasts
• Evaluated national launch options for a MIS surgical training system from France that provided on line CME credits through US medical schools
• Planned the US market introduction for a unique anti-microbial surgical dressing including KOL interactions, clinical assessments, market positioning and sales plans with the result that the product became a current Standard of Care in US hospital treatments

Getting FDA approval is the first crucial step in bringing a product to market. But negotiating reimbursement with the payers should have the same priority. This TCG White paper discusses the Do’s and Don’ts.

"Commercialization is all part of brand management, how you build a brand. The companies who specialize in this may prove very helpful" says Dr. Robert Keefer. Read Companies Supporting Other Companies from The State of Life Sciences in North Carolina (Supplement) in The Scientist. To view the full article, click on The Scientist, April 2007.