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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