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Products & Services Sales and Marketing Marketing Management Deploying Marketing Programs Brand Management

Keys to Marketing Management in Pharmaceutical Co-Promotions

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ID: 4668


Features:


Pages/Slides: 5


Published: Pre-2014


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Study Overview

An effective marketing strategy in a pharmaceutical co-promotion effort lays the foundation for the successful sales of a product. Marketing management is a critical but often overlooked area in co-promotion alliances. Pharmaceutical companies can use this information to ensure successful management of partner marketing departments in a co-promotion effort. This five-page document details how top pharmaceutical companies develop winning marketing strategies.

Key Topics
These companies take the following areas of importance into consideration:

  • delineation of roles and responsibilities of marketing teams
  • communication frequency between partners
  • product ownership, packaging, and co-branding
  • partnership clarification and publication to customers
  • advertising consolidation

Sample Best Practices
  • Develop a clear understanding of marketing roles and responsibilities between co-promotion partners.
    *Co-promotion veterans agree that it's not important what approach you take, whether all marketing is done by one partner or if there is joint marketing, but that you clearly determine roles and responsibilities at the outset of the relationship.
  • Publicize and clarify the partnership to customers to ensure both partners receive market recognition.
    *One company tells of the importance of cooperation when emphasizing a partnership to customers. A successful co-promotion effort, he says, will emphasize to potential customers the cooperative and equal balance of the venture.
  • Use co-branding to instill a sense of ownership in sales representatives.
    *On the packaging for the drug Zantac, Glaxo Wellcome (GSK) and Roche’s logos are side-by-side and equally visible. This co-branding made great strides in communicating to Roche partners the shared sense of partnership that existed at Glaxo Wellcome (GSK). Sales representatives gained an important sense of product ownership and thus set the stage for a very successful co-promotion – the largest in history.
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.