Keys to Marketing Management in Pharmaceutical Co-Promotions

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
  

• 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.
  

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