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Best Practice Database
Brand Management and Product Leadership » Product Marketing and Innovation
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Increasing cost pressures are forcing pharmaceutical companies to explore extra sources of revenue within a therapeutic area franchise. In this context, executives seek to understand what strategies are most effective for achieving the greatest efficiency of multiple products via a franchise approach. This study investigates the critical factors used to effectively deploy Sales resources to generate the most value out of multiple similar products.
Best Practices ®, LLC undertook this research to help brand and marketing leaders identify winning strategies they can use to boost productivity of their portfolios as well as examine key pitfalls that can cause an organization to stumble when operating in an integrated portfolio of similar products. Factors examined include smarter sampling, better customer targeting, reliance on a Center of Excellence, and shared performance analytics of the Sales force.