Pharmaceutical companies face a unique blend of challenges involving balancing new product research, sales and marketing forces, and quality production processes while building and protecting a trusted name in the industry. The following pharmaceutical case studies in this compendium address these areas and much more. They were presented by industry leaders at Global Benchmarking Council meetings between 2002-2006. This compendium is a valuable tool for any pharmaceutical executive interested in improving communication, marketing and measurement processes, increasing sales, or building a brand.
COMPANIES AND CASE STUDIES
Best Practices, LLC analysts distilled company presentations into brief summaries that highlight the key challenges each presenter and their company faced, their action plans, and the results and lessons learned. Other summaries include presentations of research results and roundtable discussions.
- Pfizer Inc. discussed how leadership commitment, cultural commitment and hard work are success factors for communications excellence success factors in "Executing Superior Communication to Achieve Superior Sales Performance."
- Best Practices, LLC reviewed the results of a benchmarking study of 20 successful products across 14 biotech and pharmaceutical companies that had to re-launch after disappointing market entries in "Innovative Best Practices in Product Relaunches."
- Johnson & Johnson Health Care Systems Inc. shared the design, implementation and ongoing leadership and management of Johnson & Johnson's balanced business measurement system across multiple operating companies in "Using Scorecards to Focus Growth in Major Accounts and Best Customers."
- Eli Lilly and Company highlighted the challenges that pharmaceutical companies face when advertising to consumers. They addressed the importance of educating consumers and how to create a real-time budgeting strategy that allows companies to generate predictive marketing in "Integrated Marketing at Eli Lilly."
- Cardinal Health shared recent empirical results that link its revenue-creation with its leading employee and customer satisfaction indicators in "Linking Performance and Profitability."
- Johnson & Johnson presented a similar evolutionary process of utilizing dashboards to automate the reporting process and linking scorecard metrics to incentives.
- Eli Lilly and Company reviewed in the evolution of quality thinking, Six Sigma training and deployment, quality successes and its new initiatives in "Variability Reduction: The Aim for Six Sigma Methodology in Lilly Research Laboratories."
- Johnson & Johnson reviewed its quality journey, process excellence initiatives, and results in meeting process excellence goals in "Integrating Process Tools for Enterprise-wide Improvements."
- Pharmacia (now Pfizer) presented on the product development cycle and process in the pharma industry, strategic drivers for M&A and key lessons learned in "The Impact of Government Regulations on Portfolio Management and M&A."
- GlaxoSmithKline reviewed the company's integration of diagnostic tests into product development and building partnerships between diagnostics and pharma products and adding value to the portfolio in "Enhancing Portfolio Value by Integrating Related Products & Services."
- Eli Lilly and Company emphasized strong branding, quicker uptake and higher revenues to offset the long-term investments necessary in the pharmaceutical industry in "Living the Promise."
- Johnson & Johnson explained the responsibilities of being a Trustmark, the company credo which applies to all of its operating companies, and how it maintains this reputation as it innovates and grows in "Johnson & Johnson: How to Establish a Trustmark."
- Roundtable Discussion: Participants discussed the current status of communication and technology used by the sales force such as the pros and cons of "real time information" and information push vs. pull in "Technologies that Drive Global Sales Force Effectiveness."
This report was compiled from notes taken from speaker presentations and a roundtable discussion at Global Benchmarking Council meetings from 2002-2006.
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