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Enhancing Brand Performance Through Sales & Marketing Excellence

ID: PSM-212


30 Info Graphics

14 Data Graphics

48 Metrics

12 Narratives

15 Best Practices

Pages: 65

Published: Pre-2013

Delivery Format: Shipped


License Options:

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.

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Benchmark and identify winning strategies and practices of successful brands in highly competitive pharmaceutical markets. Insights were gathered through surveys and in-depth interviews with veteran brand marketing and sales executives at 12 leading drug companies. The participants represent 20 key brands.
These insights provide an excellence benchmark against which companies can compare their own brand promotion functions. Specifically, companies can learn about the field force promotion activities, successful marketing strategies and tactics, and levels of promotional resource support. This executive presentation covers reach and frequency goals for meetings and other activities. In addition, it provides numerous insights, observations and best practices from interviewed executives.

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

Companies Profiled:
Boehringer-Ingelheim; Ortho Biotech; Abbott; Amgen; Sankyo; Sanofi-Synthelabo Inc.; Bristol-Myers Squibb; Merck; Pfizer; Eli Lilly and Company; Bayer

Study Snapshot

This 65-slide presentation reveals how brand leaders at 12 pharmaceutical companies drive brand success in competitive markets.  Specifically, the benchmarks include annual spend for sampling; relative spending for local, national and regional meetings; clinical trial costs; size of detailing sales force; number of prescribers targeted; number of annual details by prescriber priority level; and annual number of meetings at the local, regional and national levels. In addition, the report reveals effective strategies for segmentation, positioning, messaging, pricing, developing advocates, accessing physicians and MCOs, and managing the brand lifecycle.

Included in the presentation results are:

  • Size of detailing sales force
  • Frequency and reach of detailing
  • Tactics for targeting specialists
  • Targeting key opinion leaders
  • Balancing targets and frequency
  • Keys to physician access
  • Annual sampling spend
  • Number and type of meetings
  • Spend for meetings by type
  • Ensuring quality meetings
  • Segmenting the market
  • Brief case study on U.S. ARB market
  • Thought leader management
  • MCO access strategies
  • Continuous product innovation
  • Value of comparative drug studies
  • Building blocks of life cycle management
  • Managing thought leaders 

Five key findings synthesize the combined experience of interviewed and surveyed brand experts. 

Key Findings

Best Practices, LLC identified and profiled key findings that summarize how leading pharmaceutical companies promote brands for maximum effectiveness. From the survey and interviews, several key findings emerged. Some of the findings include the following:

  • Maintain high quality and share of voice through effective targeting, frequency and coordination in field force promotion.
  • Deploy a cascade of educational meetings and programs at national, regional and local levels to maximize customer access and impact.
  • Develop a clear roadmap for brand lifecycle management to increase market penetration and expansion.
Table of Contents

I. Overview
  • Benchmark Study Findings
  • Study Objectives
  • Benchmark Class
  • One Common Insight
  • Formula for Brand Success
  • Case Example of Success
  • Top Five Findings
  • The Brand-Building Pyramid

II. Sales Force Effectiveness
  • Size of Detailing Sales Force
  • Targeting Specialists and KOLs
  • Expanding Reach and Frequency
  • Detailing Prescribers: Reach
  • Detailing Prescribers: Frequency
  • Balancing Targets and Call Frequency
  • Targeting Tactics and Sales Impact
  • Sales Team Coordination
  • Keys to Physician Access
  • Executive Perspectives on Access
  • Gaining Access Through Service
  • Annual Spend on Sampling
  • Meetings and Programs: Types, Targets
  • Meetings and Product Lifecycle
  • Annual Number of National Meetings
  • Annual Number of Regional Meetings
  • Annual Number of Local Meetings
  • Relative Spending on National Meetings
  • Relative Spending on Regional Meetings
  • Relative Spending on Local Meetings
  • Cornerstones of Effective Programs
  • Balancing Attendee Quantity and Quality
  • Excellence in a Crowded Market

III. Marketing Program Edge
  • From Strategy to Execution
  • Segmentation Systems
  • Case Examples: Rigorous Segmentation
  • Segmentation Analysis
  • Segmentation Variables
  • Case Study: U.S. ARB Market
  • Segmentation: Targeting MDs
  • Brand Positioning
  • Market Insight Generation
  • Positioning Optimization
  • Integrating Field Input
  • Thought Leader Development
  • Utilizing Thought Leaders
  • Thought Leader Management Process
  • Thought Leader Cascade
  • KOL Avenues and Tactics
  • Thought Leaders and the Internet
  • Competitive Pricing Strategy
  • MCO Access Strategies
  • MCO Access Success Stories
  • Value-Creating Programs
  • Patient Screening Programs
  • Therapy Management Programs
  • Business Management Programs

IV. Clinical and Scientific Excellence
  • Continuous Product Innovation
  • Narratives from the Field
  • Clinical Trial Costs
  • Value of Comparative Drug Studies
  • Lifecycle Management Mapping
  • Building Blocks of LCM Capabilities