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  1. Customer Insight is used to build Postposition and Sales Campaign Framework
  2. Brand Building is used to build country specific Sources of Business, tailor messages and select Intelligent marketing mix
  3. Action plans Campaign Developmen Guidelines are used to ensure more Impactful campaign performance


In previous years the planning process has been very analytical; focusing on areas such as Patient Dynamics.

There is now more focus on Critical Intervention Points, which can identify specific decision making points where prescribing can be influenced. Previously there was a mass of IMS and other market research which is now focused on the development of prescriber funnels together with the identification of barriers to prescribing. Where there were previously only straight forward competitor comparisons, we now use the Brand Equity Diamond, which identifies emotional as well as rational benefits, and includes the Brand Identity and well as Brand Benefits. And where as before we have focused on the previous years performance we are now looking at Company?s operational effectiveness. Which allows learning from past experiences and current organizational limitations. Overall the strategic drivers are more clearly defined as the Sources of Business which allows the clear identification of where business can be successfully gained

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Source: Pharma Brand Building PowerPoint document

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This business document is categorized under the function(s): Health & Safety   Strategy, Marketing, & Sales  

It applies to Healthcare & Life Sciences.

File Type: PowerPoint (pptx)

File Size: 10.8 MB

Number of Slides: 183

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Initial upload date (first version): Jul 27, 2016
Most recent version published: Jul 27, 2016

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