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Pharma MCM Brand Planning Methodology


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A clear methodology to help pharma brand managers ensure that multi-channel marketing is integrated successfully into their brand planning.

Published in: Marketing
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Pharma MCM Brand Planning Methodology

  1. 1. PHARMA MCM BRAND PLANNING METHODOLOGY. DISCOVER Insights, Situation & Options ● Category, Patient & Customer Research and Insight ● Market Segmentation ● Account Segmentation ● SWOT DEFINE Strategic Choices ● Opportunity Scoping ● Brand Positioning ● Brand Idea / Strapline ● Messaging ● Brand Identity & TOV ● Brand Guidelines DESIGN Brand & Customer Experience ● Personas & Journey Mapping e.g. Channels, Devices, Triggers & Moments of Truth ● Customer & Patient Experience Design DEVELOP Multi-channel Marketing Plan ● Pull vs Push Mix ● Paid, Owned & Earned Media Mix ● Distinctive Assets, Content & Collateral ● Budgets & KPIs STRATEGYOBJECTIVE PLAN DIVERGENT THINKING CONVERGENT THINKING © Owen Health Feel free to print it, share it and embed on your website with appropriate credit. DIVERGENT THINKING CONVERGENT THINKING