Big Pharma - 4 Brand Plans (US, UK, EU, and German Markets) (Document Bundle)

DESCRIPTION

This product (Big Pharma - 4 Brand Plans [US, UK, EU, and German Markets]) is a Document Bundle, which you can download immediately upon purchase.

EU STYLE:
Template to be completed for Brand Presentation to Regional President or Cluster Leads
Table of Contents: <Country name> 2019 Operating Plan, Financials, YTD Performance, YTD P&L, LE2 vs LE3, Summary of Proposed Changes, Risks & Opportunities 2017 vs. LE, 2018 OP Plan, Cross-portfolio Vision & Strategies, Portfolio Financials, 3 Year Revenue 2018-2020, 2018 OP18 vs. 2018 OP17 Total Portfolio Revenues, 3y P&L, Total Portfolio vs. OP 2017, SI&A Analysis – Direct / Indirect, 2018 OP18 vs. 2018 OP17, Headcount 2017-2020, Sales Force Optimization, Pediatric Indication: Pediatric Assumptions 2018 vs LY OP, Pediatric Competition, Pediatric vs. OP 2017, Pediatric vs. Previous Years, Critical Success Factors (CSFs) and Strategic Initiatives, Tactical Plan and KPIs, Roles & Responsibilities, Investment Plan

German Style
IBP in a Page, Brand Vision, Reflections From Last Year, SWOT, Summary of Market Access Strategy, Where should we intervene to drive growth?, Market Analysis – Value (on-Label Market), Market Analysis – Volume & Patients share, PRODUCT & Market sales breakdown 2019 (value), Evolving Competitive Landscape, Scope of Market & Epidemiology, Growth Behaviors [Brand], Which customer segments do we prioritize?, What behaviors, drivers and barriers should we leverage?, Key Account Segmentation, Hospital Accounts Segmentation, Key Accounts Dynamics, Target Customers & Key Drivers and Barriers, Visualization of Patient Journey – Indication 01, National Thought Leader Engagement Map, How do we evolve our brand relative to the competition
to sustain an edge?, Integrated Communication Strategy, How do we effectively activate target customers?, Stakeholder Strategy, Customer Activation Plan, Clinical Studies, Summary of Consolidated Activity Plan, Vitalizer Resource Allocation of P&I activities, Key Financials Summary, What to measure and when?, Key Milestones

UK STYLE
BRAND OPERATIONAL PLAN TEMPLATE DECK
•  Instructions:
•  The Operational Plan template should be completed by affiliate brand teams
•  Operational Plans should be created for all REGION Value Drivers (Product) and also for local value drivers where appropriate – if you require additional clarification please contact your market planner
•  Please use the accompanying spreadsheet for planning tactics / timelines and proposed spend. The reports within the planning tool will support the completion of this template
•  Please ensure slides are modified to include local data where possible (where local data does not exist please refer to the UK strategic Brand Plan)
•  Please refer to guidance notes in each slides for additional information before completing the slides
•  Please keep all core slides included in this deck, however please feel free to include any additional supporting slides in the appendix ? the plan is intended to be a working document so it is important that the content suits the needs of the local affiliate / brand team

TOC:

1. CURRENT BUSINESS
1.1 Therapy Area Overview
1.2 Market Overview
1.3 External Environment
1.4 Affiliate Portfolio
1.5 Current Performance
1.6 Implementation of E-Sales Aid
2. LEVERS OF GROWTH AND TARGET SEGMENTS
2.1 Patient Flow and Information Gaps
2.2 Patient Journey Insights
2.3 Target Segments
3. KEY ISSUES & CSFs
3.1 Key Issues
3.2 Critical Success Factors
3.3 Tactical Objectives
4. PROGRAMME AND RESOURCES
4.1 Marketing Programmes / Resources
4.2 Market Access Programmes / Resources
4.3 Digital Channels
4.4 Patient Support Programmes & Disease Awareness Campaigns (DAC)
4.5 Sales organization
4.6 Capabilities Development
4.7 Key Account Strategy and Management
5. MEDICAL PROGRAMME AND RESOURCES
6. FINANCIALS
6.1 Product P&L
6.2 Major Risks and Opportunities
6.3 Market Development and Sales
6.4 Resourcing

US STYLE
Brand X 2019 Global Marketing Plan
GCT Presentation Guidance
Targeted users: Global Brand Teams
•  GCT Review
•  Discuss the key issues, opportunities, objectives, and strategies —consistent with the Marketing Works uniform strategic approach to brand planning.
•  This template is a set of core slides. Additional slides should be used as necessary.
•  Preparation and presentation is to include your GMA co-chair and other GBT members as needed.
Guiding Questions to Facilitate Development of 2019 Objectives & Strategies
Understand the Market and Brand Position
Describe key assumptions about brand position, market environment, and competition
Market & Competitor Performance Analysis
Customer & Market Insights
Environmental Analysis
SWOT Analysis & Implications
Key Questions
What unique benefits does the brand offer?
What are the behaviors / motivators surrounding product purchase and usage and how have these changed?
What fundamental shifts have occurred in market dynamics / competitive behavior?

Identify, Assess and Select Opportunities
Quantify and prioritize the most important opportunities the brand will pursue
Key Questions
What segments are performing well?
What segments of sufferers, physicians, payers or influencers within the brand's target are behaving sub-optimally?
What is the size, value and potential to improve results among these segments?
Develop Marketing Strategies
Define core strategies for achieving brand objectives
Key Questions
What strategies can be deployed against each selected opportunity (Consumer, HCP, Payer)?
What are the quantifiable behavioral outcomes?

Presentation Core Content:

•  2018 YTD Performance Overview
•  Key Issues and Opportunities
•  Response
•  Performance
•  Three-Year Brand Objectives
•  Commercial and Financial
•  Customer Behavior
•  Opportunity Assessment
•  Key Milestone Overview
•  Market Overview
•  2019Marketing Strategies
•  Consumer
•  Healthcare Provider
•  Payor
•  Tactical Highlights
•  High Level BU, GMA and Affiliate Activities
•  Life Cycle Strategy Highlights
•  Redefining the Possible
•  Three-Year P&L