How to Run a Controlled Relaunch Without Internal Disruption

Relaunching tail-end brands—generics or OTC products with declining sales—can unlock millions in revenue in India’s Tier 2/3 markets, where generics drive 60% of prescriptions (IQVIA, 2025). However, internal disruption, from cross-functional silos to stakeholder resistance, often derails these efforts. For Medstry’s clients—small to mid-sized pharma, OTC, and healthcare providers—a controlled relaunch minimizes friction, aligns teams, and delivers steady margins. Here’s how to execute a relaunch without chaos, with actionable steps and ROI projections.

The Problem: Internal Barriers to Relaunch

Relaunching tail-end brands faces internal hurdles:

• Siloed Teams: Marketing, sales, and supply chain often lack alignment, delaying execution by 30% (ZS, 2024).

• Skepticism: Leadership doubts tail-end viability, citing low national sales despite 40% regional demand (IMS Health, 2025).

• Resource Fears: Teams assume relaunches require heavy budgets, ignoring low-cost digital options (BCG, 2024).

• Change Resistance: Sales reps prioritize new launches, viewing tail-end brands as distractions (PwC, 2025).

• Data Gaps: Lack of micro-market insights obscures rural potential, where generics thrive (IQVIA, 2025).

These barriers stall relaunches, costing firms market share as regional competitors gain 20% in Tier 3 markets (BCG, 2025). Without a controlled approach, relaunches risk failure and erode trust.

The Solution: Structured, Low-Friction Relaunch

A controlled relaunch uses pilots, cross-functional alignment, and data-driven strategies to minimize disruption. By targeting Tier 2/3 markets—home to 70% of India’s population (NITI Aayog, 2024)—firms can leverage existing brand equity, engage chemists, and use digital channels for cost-effective growth. A 2024 McKinsey study shows relaunched generics yield 12% ROI in rural areas with minimal investment.

Action Steps for a Controlled Relaunch

1. Form Cross-Functional Teams

   Create a task force with marketing, sales, and supply chain leads to align goals, reducing delays by 25% (ZS, 2024). Set KPIs like 10% prescription growth in Tier 3 towns (PwC, 2025).

   
   

2. Pilot in 5 Tier 3 Towns

   Test the relaunch in small markets with high generics demand (40% uptake, IQVIA, 2025). Pilots cost $200,000 and prove viability, scaling after 10% growth (BCG, 2024).

   
   

3. Train Chemists with Digital Tools

   Equip chemists with QR-code product guides or inventory apps, boosting sales by 15% (IMS Health, 2025). Offer training credits to ensure engagement, aligning with Medstry’s sales expertise.

   
   

4. Launch SMS Campaigns

   Deploy vernacular SMS campaigns, reaching 80% of rural smartphone users (TRAI, 2025). These cost 60% less than urban ads, driving 20% adherence (BCG, 2024).

   
   

5. Ensure DPCO Compliance

   Verify brands align with DPCO price caps, ensuring rural affordability and PM-JAY eligibility, increasing reach by 12% (NPPA, 2025).

   
   

6. Use AI for Supply Chain

   Implement AI forecasting to achieve 95% stock availability, reducing stockouts by 20% (McKinsey, 2024). Micro-warehouses cut logistics costs by 15% (BCG, 2025).

   
   

7. Track Real-Time KPIs

   Monitor prescription share, chemist uptake, and patient retention with digital dashboards, targeting 10% quarterly growth (PwC, 2025). Adjust strategies based on data.

The ROI Advantage

A controlled relaunch costs $1 million, delivering 12% ROI within 18 months (ZS, 2025). Benefits include:

• Stable Margins: Generics yield 10–15% margins in Tier 3 markets (IQVIA, 2025).

• Low Risk: Pilots minimize disruption, costing 80% less than full-scale relaunches (BCG, 2024).

• Scalability: Successful pilots scale across regions, boosting market share by 15% (IMS Health, 2025).

• Health Impact: Affordable generics improve adherence by 30% (WHO, 2025).

This approach aligns with Medstry’s mission, enhancing CSR and investor appeal by serving underserved markets.

Overcoming Objections

• Resource Limits: Pilots reduce initial costs, scaling only after proof (BCG, 2024).

• Team Resistance: Use pilot data to align stakeholders (ZS, 2025).

• Competitive Pressure: Target niche conditions like asthma (30% less competition, Lancet, 2025).

• Logistics Risks: Micro-warehouses ensure 95% reliability (McKinsey, 2024).

Why 2025 Matters

With Ayushman Bharat expanding to 500 million rural patients (NPPA, 2025) and regional players gaining 20% share in Tier 3 markets (BCG, 2025), 2025 is critical for relaunches.

Partner with Medstry to Revive Your Brands

Medstry Biotech streamlines tail-end relaunches for pharma clients in Tier 2/3 markets. Our operational expertise minimizes disruption. Contact us at contact@medstry.in for a consultation.

The Bottom Line

Controlled relaunches turn tail-end brands into revenue drivers without internal chaos. By aligning teams, piloting smartly, and leveraging Medstry’s expertise, clients can capture India’s Tier 2/3 markets in 2025.