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25DB




Products & Services Brand Management and Product Leadership Branding and Identity

Inside Top Pharmaceutical Brands: Tactics that Drive Success

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ID: 4622


Features:

Metrics, Graphics


Pages/Slides: 51


Published: Pre-2014


Delivery Format: Online PDF Document


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • BROWSE SELECTED PAGES
  • SPECIAL OFFER
Why do some pharmaceutical brands fail and others succeed? This 51-slide presentation identifies the specific factors that drive some brands such as Celebrex and Lipitor to the top of their therapeutic classes and also describes how they retain their #1 positions.

With this knowledge, marketing teams can empower themselves to shape the destiny of a brand with the knowledge of what activities and skills truly make a difference in the journey to market leader. They can drive brands—regardless of their clinical differentiation—to the levels of proven winners! 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. Talking points or companion notes -- a unique feature of this presentation -- elaborate on each slide's findings.

Industries Profiled:
Pharmaceutical; Biotech; Medical Device; Manufacturing; Consumer Products; Diagnostic; Health Care


Companies Profiled:
Abbott Laboratories; Sanofi-aventis; Amgen; AstraZeneca; Baxter Healthcare; Bayer; Biogen; Boehringer Ingelheim; Johnson & Johnson; Pfizer; Roche; UCB Pharma; GlaxoSmithKline

Study Snapshot

This document was created from a Best Practices, LLC's Research and Consulting project for a client. Best Practices, LLC surveyed 14 companies and interviewed six executives with titles that include vice president, directors of marketing, sales manager and product/brand manager to capture their perspectives on what made their brands a hit.

Sample Key Findings

Keys to keeping brands on top is a fairly even mix of clinical differentiation, marketing differentiation and sales force effectiveness.

  • Developing key opinion leaders is not only a top activity, but a multi-faceted one which when done early escalates brands beyond the competition
  • To prepare to takeover a market leader, companies develop an extensive market research plan that is broken down by launch phase.
Browse Selected Pages
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Table of Contents

Participating Companies

Sample Page 1

Sample Page 2

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.