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Best Practice Database
Sales and Marketing » Strategic Alliances » Managing Deal-Making Process » Partnership Structure
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Many companies in the pharmaceutical industry do not take the necessary steps towards working with one another and identifying each company’s role when involved in a co-promotion effort, often leading to a failed effort. Partner companies in a co-promotion effort must agree on both the strategic and tactical logistics of the project to develop a working relationship and successfully launch the product. The following practices describe how some top pharmaceutical companies involved in a co-promotion alliance approach strategic and tactical issues. Based on interviews with benchmark pharmaceutical companies, this eight-page document examines how pharmaceutical co-promotion infrastructures are organized to ensure lasting positive relations and increased returns for the partnered companies.
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