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Brand Management & Product Leadership
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20 Best Practices
Single User: Authorizes use by the person who places the order or for whom the order was placed.
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Health Care; Pharmaceutical; Diagnostic; Medical Device; Biotech; Chemical; Manufacturing; Consumer Products
Abbott; Takeda Pharmaceuticals; Stiefel; Shire; Schwarz Pharmaceuticals; Roche; Purdue Pharma; Orchid; Novo Nordisk; Novartis; Merial; Johnson & Johnson; GlaxoSmithKline; Genentech; Eli Lilly; Cephalon; Inc.; Biogen Idec; Bayer Schering AG; Bayer; Amylin; Alcon Laboratories
This report identifies how pharmaceutical and biotech companies structure and manage their cross-functional brand teams to facilitate brand performance. The study examines how brand teams manage their stakeholder relationships and decision rights including:
• Staffing and functional representation for brand teams
• Brand team operations and responsibilities
• Meeting frequencies
• Reporting relationships
• Performance-based compensation and reviews
• Brand performance measures
This research was based on benchmark survey data and executive interviews of 33 participants from 26 pharmaceutical and biotechnology companies.
Interviews were conducted with 10 senior leaders from among the benchmark partners.