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Brand Management & Product Leadership
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Pharmaceutical; Biotech; Medical Device; Manufacturing; Consumer Products; Diagnostic; Health Care
AstraZeneca; Sanofi-aventis; Abbott Laboratories; Amgen; Baxter Healthcare; Biogen; Bayer; Boehringer-Ingelheim; GlaxoSmithKline; Johnson & Johnson; Pfizer; Roche; UCB Pharma
While many aspects of winning brands journeys to the top are different, some commonalities remain. Achieving & Sustaining Pharmaceutical Brand Leadership provides pharmaceutical and biotechnology companies with an analysis of the factors that enable brands to reach the #1 position and to stay there.
This presentation discusses some of these common factors of brands that have maintained a lead in a therapeutic class, including the driven marketing teams that creatively push clinical differentiation in the marketplace whether clinical differentiation is significant or marginal.
Points from discussions with executives on the longevity of brand success are found in the slide presentation and within a set of companion notes separate from the presentation that elaborate on each slide.
Along with other rankings, executives rank—according to their importance to brand leadership—internal and external factors, such as
To make a pharmaceutical brand reach #1 market position, three components are crucial for success: Clinical Differentiation, Marketing Differentiation and Sales Force Effectiveness.
Companies realize it is often not enough to spend like your competitor. In fact, you have to outspend the competition, especially in areas such as market research and patient education, to make significant impact on your position in the market.
Fostering competitive intelligence is important to keep a close eye on competitor activities and spending. Companies that want their product to reach #1 in the market must invest in a variety of competitive intelligence initatives.