Designing Effective Pharmaceutical Brand Teams: Structure, Governance, Performance and Operations

STUDY OVERVIEW
Beyond a medication’s clinical effectiveness, high-performing pharmaceutical or biotech company’s brand teams are the engine behind commercialization and brand performance. This 69-slide study identifies key benchmarks and strategies for designing effective brand teams. The research provides pharmaceutical or biotech brand team leaders and product managers with benchmark metrics from 33 brands against which they can compare themselves and their organizations. Rich, qualitative insights are also included from many of these same brand team leaders and can be used to avoid common pitfalls in brand team management and governance.

KEY TOPICS AND INSIGHT AREAS
In addition to survey-based metrics, qualitative insights from interviews were derived in the following areas:

• Brand Team Size
• Functional Representation of Brand Team
• Brand Team Leadership
• Meeting Frequencies and Agendas
• Accountability and Responsibilities (Governance & Decision Rights)
• Brand Team Performance
• Communications and Decision-Making

• Average and Median of Core and Extended Teams
• Average Core & Extended Teams by Revenue Class
• Average Core & Extended Teams by Product Age
• Average Core & Extended Teams by Product Type (Specialty or Primary)
• Average Core and Extended Teams by Type of Brand (Co-promoted or Regular)Meeting Frequencies and Agendas

• Percent of Companies with Various Functions on Core Brand Teams by Product Type
• Percent of Companies with Various Functions on Extended Brand Teams by Product Type
• Percent of Companies Where Function is on Core Team and/or Extended Team
• Percent of Functions Represented through a Shared Services Model

• Percent of Leaders by Functional Area
• Percent of Leaders by Title/Level
• Percent of Leaders by Function to Whom they Report
• Percent of Leaders by Title to Whom they Report

• Frequency of Meetings of Core and Extended Brand Teams
• Percent of Meetings with Standing Agendas

• Percent of Brand Teams Accountable and/or Responsible for Various Activities
• Percent of Brand Teams with Various Decision Review Bodies

• Percent of Brand Teams with Special Incentives Related to Brand Performance
• Recent Average Product Growth Rates by Brand Team Incentive Structure
• Percent of Brand Teams that Contribute to Performance Evaluations for Members
• Top Three Performance Metrics Used to Monitor Brand Performance
• Frequency of Communicating Brand Team Metrics

• Percent of Teams with Formal Process for Escalating/Resolving Conflicts
• Percent of Brand Teams Using Various Decision Tools to Forge Consensus
• Channel and Frequency for Communicating Brand Team Decisions

• Other members of the core team are drawn most commonly from Medical Affairs, Strategy, Managed Care, and Clinical areas
• Extended teams, usually made up of six to 22 members, augment representation from core team membership and add other critical areas: Sales, Market Research, Regulatory, Product Development, Manufacturing and Supply Chain, Safety, Customer Service, etc.
• Several respondents underscored the importance of the collaboration between sales and marketing

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.