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8 Best Practices
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Consumer Products; Diagnostic; Pharmaceutical; Medical Device; Biopharmaceutical; Health Care; Biotech; Market Research; Utilities; Chemical; Clinical Research; Laboratories
Bayer Healthcare; Shionogi Inc.; Roche Diagnostics; Mylan; GlaxoSmithKline ; Drager; CareFusion; B.Braun; Astellas; Entelos; Alcon; Siren Interactive; AstraZeneca; Nonin; Menarini Group; Hikma; Novartis; Nico ; Lupin; Centurion; Covidien; Galpha Laboratories; Catalent Pharma Solutions; Genentech; Almirall; Abbott; Sandoz; Johnson & Johnson; Dr Reddy's Laboratories; Merck; Meda Pharmaceuticals; Sanofi; Amylin; Teva Pharmaceutical Industries Ltd; Glenmark; Boehringer Ingelheim; Wockhardt; Novo Nordisk; Ranbaxy; Daiichi Pharmaceutical Co.; Ltd.; Roche; Baxter Healthcare; Medtronic; Shire; UCB Pharma; Stryker; Gilead Sciences; Biogen Idec; Boston Scientific; Zydus Cadila; Janssen; cipla
Best Practices, LLC engaged 65 Sales, Marketing, and Commercial leaders from 52 leading healthcare companies through a benchmarking survey instrument to collect quantitative data and qualitative insights.
Topics addressed in this report include:
Franchises Rely Heavily on Centers of Excellences to Distribute Expertise across Products, especially in High-Impact Areas: Overall, more than 75% of franchises currently use Centers of Excellence for some facet of franchise support. The most effective CoE support involves injecting critical expertise into such areas as Med Ed, SFE, Thought Leader Management, Training, and Customer Targeting. Market Research was also deemed particularly effective for Primary Care products. Conversely, as much as 40% of respondents deemed the use of CoEs either ineffective or not in use for supporting franchise Marketing efforts, whether for traditional or digital Marketing. This underscores that CoE’s are not a productivity panacea and require disciplined management.
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