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Best Practices in Advancing Customer Marketing: Innovations in Engaging and Communicating with Health Care Providers, Patients, Payers and KOLs

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ID: PSM-280

Features:

18 Info Graphics

22 Data Graphics

112 Metrics

4 Narratives

15 Best Practices

Pages: 64

Published: Pre-2019

Delivery Format: Shipped

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STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

To overcome challenges in reaching all pharmaceutical customers today, savvy bio-pharmaceutical company leaders must embrace innovation in their marketing programs. This report identifies how companies structure, staff and organize to find, use and quickly incorporate innovative practices to improve marketing across all customer groups.

Industries Profiled:
Pharmaceutical; Medical Device; Diagnostic; Manufacturing; Biotech; Consumer Products; Health Care; Chemical

Companies Profiled:
EMD Serono; Molnlycke Healthcare; Boehringer Ingelheim; Glenmark; GlaxoSmithKline; Gen-Probe; Bayer; Pfizer; Sanofi-aventis; Solvay Pharmaceuticals; Abbott; Bausch & Lomb; Quintiles; Dr Reddy's Laboratories; Werrick Pharmaceuticals; Takeda Pharmaceuticals; Medtronic; Merck; Steris Corporation; Novartis; Genentech; Bayer Healthcare; Endo Pharmaceuticals; Lilly; AstraZeneca

Study Snapshot

This report identifies the organizational structures, roles, processes and mechanisms that biopharmaceutical companies have in place (or have in development) to promote and enable innovation and excellence in Customer Marketing.

Customers include:

Health Care Professionals
Consumers
KOLs
Payers

Marketing emphasis is on understanding and maximizing opportunities in:

Where/how customers receive information today?
Where and how our customers will receive information in the future?
How to best engage and interact customers now and in the future?

Key Findings

Frequent Discussions and Work Take Place at the Brand Level: Marketing Innovations groups typically are meeting on a daily or weekly basis with the brand teams. A total of 70 percent of all respondents are meeting with brand teams on this basis.

Collaborative Spirit/Cross-Functional Expertise: While recognizing the different responsibilities of various internal groups, commercial can work to manage and interact with diverse customer groups to drive innovative marketing projects.

Table of Contents

PROJECT OVERVIEW 3

Business Issue and Corporate Challenge 4
List of Participating Companies 5
Universe of Learning – Participants 6
SUMMARY OF KEY INSIGHTS 7
ORGANIZATIONAL STRUCTURE 10
BUDGETS AND FUNDING 34
ROLES AND RESPONSIBILITIES 40
PROCESSES AND PROCEDURES 48
LESSONS LEARNED 60
ABOUT BEST PRACTICES 70