Product Launch

Product Launch Plan for O2I’s RX Assist

Marketing/MKT571

Abstract
As the demand for health care increases, so does the demand for reliable prescription software.   Thus Outsourcing 2 India’s (O2I) introduction of RX Assist, its premiere prescription software, enhances the ability of physicians, pharmacies, and hospitals to access critical drug-related information under general and emergency conditions.   After considering factors such as market size and growth potential, O2I chose to launch RX Assist domestically in India and Canada internationally.   Competition, pricing, and distribution channels are other key considerations leading the company’s marketing strategy.   Beginning with the product description and culminating with a detailed capital budget, the marketing plan is one of the most important components of the marketing process.   The aim of O2I’s product launch plan is to guide the marketing network in executing a concept from product development to product delivery.   The plan that follows takes into account multiple elements supporting the company’s decision that RX Assist is a marketable product capable of creating value for O2I and its business consumers.  

Product Launch Plan for O2I’s RX Assist
RX Assist, Outsourcing 2 India’s (O2I) premiere prescription software began as a marketing concept based upon an identified need to enhance prescription decisions.   As a drug reference software product, RX Assist checks for drug-drug interactions, drug-allergy interactions, correct dosing, and adverse reactions.   Thus significant advantages of RX Assist include prescription efficiency and improved patient safety.   Identifying the target market and nature of the competition assisted O2I in determining the best product positioning strategy.   India was chosen as the domestic arena based upon its market potential.   However, to maintain its market share of prescription software, O2I recognizes the need to expand globally.   Subsequently, the company chose...