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Products & Services

Performance Benchmark: Optimizing Marketing Staff Levels to Drive Growth

ID: PSM-232


Features:

11 Info Graphics

32 Data Graphics

170 Metrics


Pages: 60


Published: Pre-2014


Delivery Format: Shipped


 

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
This benchmark research study assessed Marketing Staffing and Activity versus growth and margin rates across three segments - Branded Bio-pharma Rx Products, Medical Devices, and Generic Products.

The benchmarks developed by this assessment are prepared to aid marketing organizations with direction for strategic and tactical marketing activities to support their product portfolios in optimizing growth and profitability rates. The Study engaged more than 60 Marketing leaders in the field research, probing critical marketing productivity factors.

Among the questions that this research addressed are the following:

  • What staffing and productivity levels exist across healthcare business models?
  • What growth and profit margin levels characterize high performance?
  • What strategic marketing activities are most important and consume the greatest resources?

Performance metrics enable executives to perform gap analyses and identify areas needing improvement. Metrics are an important complement to the qualitative best practices included in this study report. Best Practices, LLC collected and analyzed the following key metrics
  • Number of Products Supported Per Tactical Marketing FTE (Branded and Medical Devices)
  • Number of Strategic Marketing FTEs per $100 Million (Branded and Medical Devices)
  • Time & Activity Benchmarks for Strategic Marketing Staff (Branded and Medical Devices)
  • Strategic Marketing Staff Benchmarks Across Key Activities (Branded and Medical Devices)
  • Tactical Marketing Staff Benchmarks Across Key Activities (Branded and Medical Devices)
Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Medical Device; Chemical; Technology; Manufacturing


Companies Profiled:
Abbott; Sanofi-aventis; Pharmacopeia; American Regent; Cardinal Health; BARD; PDL; BD; LifeScan; Intas; Jazz Pharmaceuticals; Hospira; Medrad; Luitpold; Pfizer; MSD; Medtronic; Nupathe; Baxter Healthcare; Response; Stryker; Teun; Roche; YM Biosciences; Respironics; Johnson & Johnson; Amylin; Smiths Medical; Merck Serono; Solvay Pharmaceuticals; Covidien; Talecris; Novartis; Theravance; Alcon; Watson Pharmaceuticals; Emcure; Aton Pharma; Genzyme; Amgen

Study Snapshot

Sixty marketing executives representing either full-company or unique business unit perspectives participated in the field research representing forty-five bio-pharmaceutical, medical device and generic companies.

Key Findings

Marketing Improvement Opportunities Reside Along Four Fronts & Opportunity Type Varies Across Different Business Units:

  • Structure: No one structure is ideal across all businesses, each organization must identify their unique situation and properly align structure to optimize resource allocation while allowing for flexibility to meet with opportunities and challenges as they arise.
  • Staffing: Businesses should continually review staffing alignment with business objectives to ensure that brands are properly resourced within the scope of the portfolio to optimize revenue growth and profit margins.
  • Marketing Activity: Each business unit has opportunities to shift and optimize marketing activities over time to optimize portfolio growth rates throughout the product lifecycle.
  • Growth & Margin Rate: Given the vast disparity between high-and low-growth and margin products, each organization must understand its unique situation and focusresources to align with proper business objectives. Marketing staffing and activity optimization can help enhance growth rates –and in the right situations, margin rates as well.
Table of Contents


RESEARCH OBJECTIVES 3
Research Objectives and Priorities 4
Multiple Dimensions of Marketing Productivity 5

FIELD RESEARCH OVERVIEW 6
Biopharma Marketing Leaders 7
Representative Benchmark Participant Titles 8

KEY INSIGHTS, FINDINGS & OBSERVATIONS 9
Marketing Models Evolve to Reflect Business Model 10
Sales Growth Rates Reflect Product Type 11
Gross Margins Highest for Patented & Branded Products 12
Strategic Marketing FTEs per $100 Million Sales 13
Tactical Marketing FTEs per $100 Million Sales 14
Product Coverage per Strategic Marketing Staffer 15
Product Coverage per Tactical Marketing Staffer 16
Marketing Optimization Insights 17

MARKETING EXCELLENCE 18
Benchmarks Reflect Three Business Models 19
Branded Rx Participants Reflect Specialty Products 20
Medical Device Participants Reflect Specialty Products 21
Branded Rx Participants Serve Many Non-Institutional Customers 22
Medical Device Participants Serve Many Institutional Customers 23
Geographic Market Scope among Branded Rx Teams 24
Geographic Market Scope among Generic Teams 25
Geographic Market Scope among Medical Device Teams 26

BRANDED Rx PRODUCTS 27
Branded Rx Product Leaders 28
Branded Strategic Marketers 29
Branded Tactical Marketers 30
Branded Revenue Levels 31
Branded Products Growth 32
Branded Product Profit Margins 33
Branded Strategic Marketing FTEs per $100 Million Revenue 34
Branded Tactical Marketing FTEs per $100 Million Revenue 35
Driving Growth & Margin with Strategic Marketing Staff 36
Driving Growth & Margin with Tactical Marketing Staff 37
Strategic Activity 38
Tactical Activity 39
Marketing Activities – Branded Strategic FTEs 40
Marketing Activities – Branded Tactical FTEs 41
Marketing Activities – Branded Overview FTEs 42

MEDICAL DEVICES 43
Medical Device Leaders 44
Medical Device Strategic Marketing 45
Medical Device Tactical Marketing 46
Medical Device Revenue Levels 47
Medical Device Portfolio Growth 48
Medical Device Profit Margins 49
Medical Device Strategic Marketing Staffing 50
Medical Device Tactical Marketing Staffing 51
Driving Growth & Margin through Strategy 52
Driving Growth & Margin through Tactics 53
Strategic Activity 54
Tactical Activity 55
Strategic FTEs 56
Tactical FTEs 57
Consolidated Strategic & Tactical FTEs 58

ABOUT BEST PRACTICES, LLC 59