1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
66468E11268F28DAB85256EA7006AD216
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/db-key-factors-conducting-successful-copromotions?opendocument
18
19opendocument
2018.206.48.142
21
22
23www.best-in-class.com
24/bestp/domrep.nsf
25DB




Products & Services Sales and Marketing Strategic Alliances Identifying and Selecting Partners Strategic Fit

Key Factors in Conducting Successful Co-Promotions

DB Image

ID: 4683


Features:


Pages/Slides: 3


Published: Pre-2014


Delivery Format: Online PDF Document


 

License Options:
close

Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




Buy Now

 

919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Study Overview

The ability of two companies to integrate themselves into a working alliance ultimately drives the success of a co-promotion effort. This is especially true in the pharmaceutical industry, where companies are inherently very competitive. By gaining greater understanding of the critical success factors of co-promotions, pharmaceutical companies can work towards beneficial long-term relationships with partners. This three-page document details how pharmaceutical companies can develop and improve their own co-promotion system, increasing both strategic and tactical returns, including increased sales.

Key Topics

  • criteria for partner selection
  • management of co-promotion team
  • allocation of roles, responsibilities in partnership
  • management of marketing teams and dual sales force


Sample Best Practices
  • Seek partners who want to co promote and whose culture, strategy and needs fit your own.
    *One successful co promotion manager identified one approach to testing cultural compatibility: Determine the probable success of the partnership by pitching the drug to your partner as you would to a customer. This is an easy litmus test to evaluate the compatibility of corporate cultures.
  • Consolidate control to one individual acting as a brand manager in each organization.
    *Co promotion executives note that this key brand manager, who is given full responsibility for the effort, must be a seasoned veteran in sales and marketing campaigns.
  • Produce materials for training by one organization and share those resources with the other organization to minimize duplication of efforts.
    *Co promotion veterans point out that traditionally the larger partner creates and deploys the training curriculum for both companies. Therefore, the larger partner usually plans and performs all training during the co promotion's launch.
Methodology
This research originated from a Best Practices, LLC consulting project. It was conducted for a pharmaceutical client and was based on interviews with pharmaceutical benchmark partners.

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


Companies Profiled:
Abbott; Sanofi-aventis; Daiichi Pharmaceutical Co.; AstraZeneca; Cephalon; Boehringer-Ingelheim; Elan Corporation; Bristol-Myers Squibb; Menarini Group; GlaxoSmithKline; Eisai; Procter & Gamble; Genentech; Pfizer; Johnson & Johnson; Merck; Roche; Pharmacia & Upjohn; Boehringer Mannheim; Sanofi-Synthelabo Inc.; Solvay America; Sandoz; Novartis; UCB Pharma; Amgen; Parke-Davis

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.