Using a Franchise Approach to Support Multiple Products: Enhancing Sales Force Effectiveness and Corporate Reputation

STUDY OVERVIEW
Launching and growing multiple products is both resource-intensive and strategically challenging. Two ways in which franchise managers can maximize the value of their portfolio are driving revenue growth across products and reaping the reputational rewards of therapeutic area leadership.

This Best Practices, LLC study delivers performance benchmarks on how companies efficiently manage multiple similar products and indications to best leverage precious resources. The research captures best practices for growing the franchise top-line through managing sales alignment, territories, and SFE metrics. In addition, the study also identifies how to enhance corporate reputation by employing efficient digital marketing technologies (for recently launched products) and applying other innovative promotional approaches to support integrated product portfolios or franchises.

Franchise managers can use this study to evaluate and improve the management of their pipelines and to inform strategic management decisions of these portfolio assets.

KEY TOPICS

• Universe of Learning: Key Demographics of Participating Companies
• Growing the Top-Line
• Enhancing Corporate Reputation
• Critical Franchise Risk Points

• Successful Franchise Benefits as a Result of Managing Similar Products as Part of an Integrated Product Franchise
• Effectiveness of Combining and Leveraging Resources for Efficient Customer Targeting When Promoting Multiple Similar Products in the Same Therapeutic Area
• Best Approaches for Reducing Internal Competition Among Sales Representatives Working in Common Hospitals or Territories
• Change in Sales Territory Alignment as a Result of an Integrated Approach to Portfolio or Franchise Promotion
• Effectiveness of Combining Resources for the SFE Tactics When Promoting Multiple Similar Products in the Same Therapeutic Area
• Aligning Reps Inside the Franchise Through Incentives
• Sales Territory Alignment to Maximize Efficiency
• Effectiveness of Sales Performance Metrics Within an Integrated Product Portfolio or Franchise
• Top Lessons Learned for Efficiently Launching & Promoting Multiple Similar Products
• Role Different Groups Play in Managing an Integrated Product Portfolio
• Effectiveness of Combining and Leveraging Resources for Digital Marketing Services to Promote Multiple Indications / Products in the Same Therapeutic Area
• Effectiveness of Combining and Leveraging Resources for Different Managed Markets Services to Promote Multiple Indications / Products in the Same Therapeutic Area
• Critical Franchise Management Pitfalls When Leveraging Resources to Serve an Integrated Product Franchise
• Product franchise type/profile
• Risk Assessment of Stumbling or Mishandling Multiple Launches (New Products or New Indications) When They Occur In Short Proximity Within the Same Sales Force

• Keep Sales Territories Smaller During Launch Phase - and Consider Shrinking Rep-to-Customer Ratio: A majority of benchmark franchises (55%) find it highly effective to keep territory size small during important product lifecycle phases such as launch. Similarly, 45% of companies also manage resources efficiently by reducing the customer target numbers for reps during peak lifecycle phases.
  

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