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The Role of E-Marketing Throughout the Product Lifecycle

by R.J. Lewis

Printed in Product Management Today, January 2005, Vol 16, No 1

Introduction

The Internet plays a significant role in every aspect of the product lifecycle, with phases that span prelaunch, launch, growth, maturity, and patent expiry or a shift to OTC status. However, the Internet delivers its highest value during the growth and maturity product-lifecycle phases. This article examines each stage of a product lifecycle and addresses the important points of executing effective electronic marketing initiatives, using case examples of strategies and tactics.

The Internet is the largest reference source in the world and is growing every day. The medium's ease of searching and inherent interactivity make it an ideal platform for educating, informing, sharing, community building, and generally creating a "buzz." Results of E-marketing efforts during any given lifecycle phase will vary from brand to brand based on factors such as therapeutic area, patient population, and competitive landscape. However, the highest-yielding results from E-marketing are often achieved through the growth and maturity product-lifecycle phases.