In today’s marketplace, launching multiple products for a common therapeutic area is both resource-intensive and strategically challenging. Managing similar products or an integrated product portfolio is a complex balancing act for bio-pharmaceutical companies — especially those that want to reduce the costliness of launching and promoting multiple products simultaneously. Maximizing the potential of each product requires well-crafted Sales alignment and improved access and reputation.
Best Practices, LLC conducted this benchmarking study to identify evidence-based benchmarks on the pros and cons of managing multiple products via a franchise approach. The study focused on uncovering proven tactics for efficiently deploying Sales and Marketing resources to reduce the costliness of launching and promoting multiple products simultaneously.
Research findings can serve as a reference point for portfolio managers to most efficiently manage multiple products and indications in the same therapeutic area.
Topics addressed in this report include:
Managing Similar Products or an Integrated Product Portfolio
Optimizing Sales Resources within Franchise Operations
Leveraging Resources for:
Sales Force Alignment & Training
Sales Samples & Collateral Management
Efficient Customer Targeting
Better Territory Alignment
Sales Force Effectiveness & Span of Control
Sales Management & Analytics
Combining Resources for Efficiently Marketing Multiple Products with Similar Indication
Optimal Brand Team Approaches for Product Franchise