For Life Sciences brands
TRADITIONALBRAND PLANNING       Why does it fail?
Traditional Brand Planning ApproachApr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec
Aug   SepApr   May   Jun   Jul               Oct   Nov   Dec
Cost of Traditional ApproachTRx Volume                             Months
Cost of Traditional Approach
AGILE BRANDPLANNING
ag·ile   adjectiveCharacterized by quickness, lightness,and ease of movement; nimble.
Agile                    Brand                  ManagementTraditional  Brand Planning              Forecast
Not simply doing                   the same thingApr   May   Jun   Julmore often                        Aug Sep    Oct   N...
Let’s compareTraditional brand planning   Agile brand planning• Massive team activity      • Clear ownership• Annual deep-...
ATTAININGAGILITY
Executive sponsor
Clear process owner
Aligned metricsacross Salesand Marketing
Sales Operations support
Sales and Marketing Analytics: • How are the competitors performing? • How much lift are the promotional activities   crea...
Frequent reviews forstrategic and tacticalcourse correction
War Room
War Room rationale       "I actually think most people       dont want Google to answer        their questions. They want ...
The awesomepower of goodvisuals
For more information   sales@modeln.com    www.modeln.com
Pharmaceutical brand planning methodology
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Pharmaceutical brand planning methodology

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Agile brand management is a necessity in today’s Life Sciences competitive environment. It enables Brand leaders to adjust quickly and adapt to a very competitive marketplace. Some of the benefits of Agile brand management include: Market share improvements, brand positioning for long-term growth, realization of higher ROI on marketing spend, integration between Marketing and Sales for quick decision-making, revenue protection and margin improvements.

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Pharmaceutical brand planning methodology

  1. 1. For Life Sciences brands
  2. 2. TRADITIONALBRAND PLANNING Why does it fail?
  3. 3. Traditional Brand Planning ApproachApr May Jun Jul Aug Sep Oct Nov Dec
  4. 4. Aug SepApr May Jun Jul Oct Nov Dec
  5. 5. Cost of Traditional ApproachTRx Volume Months
  6. 6. Cost of Traditional Approach
  7. 7. AGILE BRANDPLANNING
  8. 8. ag·ile adjectiveCharacterized by quickness, lightness,and ease of movement; nimble.
  9. 9. Agile Brand ManagementTraditional Brand Planning Forecast
  10. 10. Not simply doing the same thingApr May Jun Julmore often Aug Sep Oct Nov Dec
  11. 11. Let’s compareTraditional brand planning Agile brand planning• Massive team activity • Clear ownership• Annual deep-dive • Ongoing reviews• Mixed incentives • Shared incentives• Traditional reports • Tailored scorecards• Sales & Marketing • Joint metrics for Sales and mis-aligned marketing
  12. 12. ATTAININGAGILITY
  13. 13. Executive sponsor
  14. 14. Clear process owner
  15. 15. Aligned metricsacross Salesand Marketing
  16. 16. Sales Operations support
  17. 17. Sales and Marketing Analytics: • How are the competitors performing? • How much lift are the promotional activities creating? • How are the field reps performing? • Which geographies are performing better than expected?
  18. 18. Frequent reviews forstrategic and tacticalcourse correction
  19. 19. War Room
  20. 20. War Room rationale "I actually think most people dont want Google to answer their questions. They want Google to tell them what they should be doing next." Eric Schmidt, CEO, Google
  21. 21. The awesomepower of goodvisuals
  22. 22. For more information sales@modeln.com www.modeln.com

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