Pharmaceutical; Biotech; Medical Device; Manufacturing; Consumer Products; Diagnostic; Health Care
AstraZeneca; Sanofi-aventis; Abbott Laboratories; Amgen; Baxter Healthcare; Biogen; Bayer; Boehringer-Ingelheim; GlaxoSmithKline; Johnson & Johnson; Pfizer; Roche; UCB Pharma
While many aspects of winning brands journeys to the top are different, some commonalities remain. Achieving & Sustaining Pharmaceutical Brand Leadership provides pharmaceutical and biotechnology companies with an analysis of the factors that enable brands to reach the #1 position and to stay there.
This presentation discusses some of these common factors of brands that have maintained a lead in a therapeutic class, including the driven marketing teams that creatively push clinical differentiation in the marketplace whether clinical differentiation is significant or marginal.
Points from discussions with executives on the longevity of brand success are found in the slide presentation and within a set of companion notes separate from the presentation that elaborate on each slide.
Along with other rankings, executives rank—according to their importance to brand leadership—internal and external factors, such as
Find out from 82% in the benchmark class that currently are leaders in the marketplace what activities, capabilities and resources propelled them ahead of their peers. Such metrics include how internal clinical and marketing capabilities and skills rank in the assessment of what makes a winning brand formula. For example, how important is the collecting and tracking of health outcomes to brand success compared with advocacy management? Executives behind current leading brands reveal their opinions.
- expanding marketing resources,
- launching new indications,
- garnering favorable reimbursement,
- modifying treatment guidelines,
- shifting competitor priorities,
- loss of thought leader support for a competitor, and
- expiring patents.