Using a Franchise Approach to Support Multiple Products: Gaining Efficiencies and Boosting Productivity Levels

STUDY OVERVIEW
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.

KEY TOPICS

• Universe of Learning: Key Demographics of Participating Companies
• Gaining Efficiencies & Boosting Productivity Levels
• Biggest Sales Force Pitfalls & Lessons Learned

• Importance of Different Objectives that Led to Pooling Resources and Integrating Processes for Supporting and Promoting Multiple Similar Products
• Effectiveness of Combining and Leveraging Resources for Efficient Sales Training When Promoting Multiple Similar Products in the Same Therapeutic Area
• Effectiveness of Combining and Leveraging Resources for Efficient Sales Samples & Collateral Management When Promoting Multiple Similar Products in the Same Therapeutic Area
• Resource Efficiency of the Common Methods for Adding More Overall Field Sales Reps to Cover the Launch of Multiple Similar Products
• Effectiveness of Combining and Leveraging Resources for Sales Management & Analytical Resources When Promoting Multiple Similar Products in the Same Therapeutic Area
• Number of People Managed at Each Level of Sales Organization Serving Multi-Product Portfolio
• Biggest Sales Force Pitfalls: that Can Cause an Organization to Stumble When Operating in an Integrated Portfolio of Similar Products
• Top Lessons Learned for Efficiently Launching & Promoting Multiple Similar Products
• Overall Effectiveness of Using One Brand Team to Manage Multiple Products/Indications
• Brand Team Structure Used for Multiple Products/Indications
• Effectiveness of Using Centers of Excellence to Enhance Resource Efficiency
• Effectiveness of Combining Physician and Patient Education Resources for Multiple Products for Thought Leader Management
• Effectiveness of Combining Physician and Patient Education Resources for Multiple Products for Patient Support Service

• Most Companies Use a Single Brand Team to Manage – and a Single Sales Force to Promote – Multiple Franchise Products:   The use of a single sales force to support multiple products is both the most common franchise sales model – and also rated the most effective!  The use of a Primary Care sales force supplemented by smaller Specialty teams received high marks from almost 40% of respondents.  Using multiple sales forces, partnering, or contracting were red-flagged by a majority of participants.
  

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