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 
 
Overview 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
 
 
 

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/Promotion
 
 
 

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  


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
 

 

  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? 
 
 > 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
 

  

Publication Date:
August 2011
 
Format:
 PDF
 
Pages:
 45
 
Price:
$595 Single User License
$2,975 Team License
$8,925 Global License