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Pharma Marketing Excellence: Lessons from Experience

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Marketing excellence. Over the past five years, those two words have been the subject of hype and the focus of management attention. As the pharmaceutical industry struggles with market maturation and weakening product pipelines, marketing excellence programmes have been developed and implemented with an eye to overcoming those hurdles. – PowerPoint PPT presentation

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Title: Pharma Marketing Excellence: Lessons from Experience


1
Pharma Marketing Excellence Lessons from
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2
Pharma Marketing Excellence Lessons from
Experience
  • Marketing excellence. Over the past five
    years, those two words have been the subject of
    hype and the focus of management attention. As
    the pharmaceutical industry struggles with market
    maturation and weakening product pipelines,
    marketing excellence programmes have been
    developed and implemented with an eye to
    overcoming those hurdles. But how well are they
    working and is there one optimal model for their
    use? There is no question that such programmes
    are costly-even low-cost examples have a high
    'opportunity cost'. In balancing those costs with
    benefit, the past five years have yielded
    important lessons that will now influence the
    future of marketing excellence.
  • Report Overview In Pharma Marketing Excellence
    Lessons from Experience, FirstWord reviews the
    role of marketing excellence strategies, what
    they entail and why they have been integrated
    into the wider landscape of competency
    development and marketing strategies. In
    reviewing the experiences of five companies, the
    report reveals a four-archetype model,
    establishes seven key lessons for those
    implementing programmes and offers real solutions
    to not only avoid failure, but ensure success.
  • Key features Five cases studies offering
    ground-up insight into marketing excellence A
    four-archetype model for programmes and clear
    explanation of their best fit Seven key lessons
    for executives implementing marketing
    excellence Explanation of implications for
    companies considering their implementation Overvi
    ew of what marketing excellence strategies
    involve, their cost and benefits
  • Key Benefits Full examination of marketing
    excellence, how it works, why it's
    implemented Review of key lessons taken from
    current and past programmes How companies choose
    programme content and models dependent upon need

3
  • Key Questions Asked Why do companies invest in
    marketing excellence? How is marketing
    excellence best approached? Is there an optimal
    model? When are marketing excellence programmes
    appropriate? What conditions frame the design of
    marketing excellence strategies? What are the
    real versus targeted outcomes companies have
    experienced? What are the lessons learned from
    past attempts at marketing excellence?
  • Who Should Read This Report Marketing and Brand
    Management Commercial Excellence
    Directors Marketing Research/Business
    Intelligence Executive Management Advertising/Pr
    omotion
  • Key quotes 'Unfortunately, marketing excellence
    is often a reaction to a significant mistake. One
    firm we worked with was driven to develop a
    programme focused on clinical development after a
    product failed approval, which was of course a
    very expensive and avoidable mistake.' Kurt
    Kessler, ZS Associates 'Whilst the concepts are,
    in principle, quite simple, the devil is in the
    detail of how it is applied in the context of the
    real world.' Wim Souverijns, Celgene 'It is
    about more than just being granted a budget and
    given an objective. The key to success is to have
    the senior management team develop a shared
    vision of the programme.' Theo Nieuwenhuis,
    Boehringer Ingelheim

4
Expert Views Ian Hartley, Head of
Commercial Excellence, Novartis Oncology Region
Europe Wim Souverijns, Executive Director Global
Marketing Excellence, Celgene Theo Nieuwenhuis,
Head of Corporate PM Marketing Respiratory/CV,
Boehringer Ingelheim Britt Jensen, Vice
President, Global Marketing Commercial
Excellence, Novo Nordisk Kilian Duffner, SVP
Global Strategic Brand Management,
Grünenthal Martin Lancaster, CEO,
InterComm Howard Godman, Managing Director,
Lansdowne Consulting Kurt Kessler, Managing
Principal, Marketing Solutions, ZS Associates    
5
  •  Lesson 1 Begin with a clear, shared
    vision of the outcome and process  Lesson 2
    Allocate appropriate resources  Lesson 3 Pick an
    appropriate starting point  Lesson 4 Use
    external help appropriately  Lesson 5 Apply in
    practice  Lesson 6 Develop incrementally  Lesson
    7 Measure pragmatically Closing remarks and a
    critique  Appendix The Case Companies
  •  
  • Content Highlights Executive
    summary  Introduction  On the shoulders of
    giants Prior research into marketing
    excellence  Why do pharmaceutical companies
    invest in MX programmes?    Implications for
    companies considering marketing excellence What
    do pharmaceutical MX programmes
    involve?    Content scope  Organisational
    scope  A contingency model of marketing
    excellence programmes  Implications for companies
    considering marketing excellence  Conclusion What
    have pharmaceutical companies learned from MX
    programmes?

6
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7
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