Forensic Benchmarking provides a more in-depth analysis than traditional benchmarking. It analyzes competitors at a micro level through primary interviews to illuminate detailed insights into their capabilities, strategies, and best practices. This helps identify how to leapfrog competitors and provides a roadmap to achieve a superior competitive position. Forensic Benchmarking also examines how competitors have changed their strategies over time, delivering the most accurate picture of the current competitive landscape.

1. Knowledge Acquisition Group – Traditional vs Forensic BenchmarkingTM
Traditional Benchmarking Forensic BenchmarkingTM Benchmarking
60
60 Competitive Operations
Intelligence Research
50
50
Proctor & Gamble
40
40 GE Healthcare
McKesson
30 Merck
30
20
20
10
10
0
0
0 10 20 30
0 10 20 30
Broad Category Analysis, generally public information or Targeted depth analysis of subset of category, mostly primary
Methodology
hundreds of blinded survey data points interview insights, trends, evolving strategies and best practices
Although competitors may be identified at a macro Level of Micro analysis of targeted competitors provides detailed insights
level, detailed micro analysis is seldom provided Detail (may include commercial
capabilities, resourcing, incentives, technologies used, MD
strategies & patient services, etc.)
Identifies the relative position of client to competitors using Illuminates targeted competitor positioning using detailed
general comparators. Normally identifies the competitor who is Best comparators which drive competitive advantage. Identifies
best in class from a general perspective without detailed Practices detailed Best Practices at a micro level (may not all reside in
comparators same leading competitor)
Case studies can identify the history of key comparators and
Static timeframe (normally preceding calendar year) Time Frame evolving strategies. What comparator changed, when, why, how
and the effect of the change
Demonstrates general direction of change required to follow Provides insights on how to leap frog into competitive position
Insights
competitors and a Road Map to achieve these results
The experienced team to provide actionable results Capabilities Update: December 2012

2. Knowledge Acquisition Group – Benefits of Forensic BenchmarkingTM
Forensic BenchmarkingTM was developed by applying Forensic BenchmarkingTM Benchmarking
over 2 decades of management consulting experience to
60
improve convential benchmarking. Competitive
Intelligence
Operations
Research
50
Proctor & Gamble
40 GE Healthcare
What are the Benefits of Forensic Benchmarking? 30
McKesson
Merck
• Highly consultative: Effective project execution 20
10
• Highest Degree of Accuracy: 0
o Most accurate picture of competitor commercial
services 0 10 20 30
o Extensive primary interviews Targeted depth analysis of subset of category, mostly primary
Methodology
o Defines Best Practices and how the best practices are interview insights, trends, evolving strategies and best practices
achieved
o Identify minimum threshold service levels to achieve
success minimizing trial and error Level of Micro analysis of targeted competitors provides detailed insights
Detail (may include commercial
capabilities, resourcing, incentives, technologies used, MD
• Powerful, Flexible and Interactive:
strategies & patient services, etc.)
o Avoid the mistakes made by competitors while
benefiting from the lessons learned Illuminates targeted competitor positioning using detailed
o Widely scalable to support levels of detail appropriate Best comparators which drive competitive advantage. Identifies
for long-term budgeting or final launch planning Practices detailed Best Practices at a micro level (may not all reside in
same leading competitor)
• Efficient:
o All senior contributor model provides the experience Case studies can identify the history of key comparators and
and drives to actionable conclusions Time Frame evolving strategies. What comparator changed, when, why, how
and the effect of the change
• Cost Effective:
o More economical than mainstream consultancies Provides insights on how to leap frog into competitive position
Insights
and a Road Map to achieve these results
The experienced team to provide actionable results Capabilities Update: December 2012