• Can you forecast the relationship between your level of promotion and your sales?

• Use 13 check points to critically assess the quality of your brand marketing plans!

• What is a Value Dossier and do you know its importance for the national marketing affiliates?

Can you forecast the relationship between
your level of promotion and your sales?

The level of promotion behind your product is one of the 'big three' drivers of its success.  And yet, most marketing managers have been misinformed about the shape of the 'promotional response curve', which is the curve that shows the relationship between your level of promotional spend and your eventual market share.
 
Most marketing managers have learned that the promotional response curve is S-shaped.  In other words, they have been told that there is a 'threshold' below which promotion has very little impact, and above which promotion has a much larger impact.  In fact, this was the finding of the first famous study to look into the subject.  But, since then, many studies have refuted the S-shaped promotional curve.  As a final irony, the author of that first study later reanalysed his data and discovered a mistake ...
... read more.

Learn much more at The Pharma Forecasting Course with Gary Johnson (bio).

Use 13 check points to critically assess
the quality of your brand marketing plans!

The quality of a brand marketing plan depends on the quality of each part, and not on the sum of all parts. Like a chain, its strength lies in the weakest link. Quite often there is a gap between situation analysis and strategy formulation on the one hand, and tactics and actions on the other hand. A good brand marketing plan links both ends, such that marketing & sales tactics and actions effectively leverage opportunities in the market that have been identified through analysis. 

Our expert-trainer of The Pharma Brand Planning Course, Edouard Demeire, designed a handy checklist for pharma brand managers to help them to critically assess the quality of their plans. Following is a summary of this 7-page Brand Plan Quality Checklist, which discusses 13 quality check points:
... read more.

Learn much more at The Pharma Brand Planning Course with Edouard Demeire (bio).

What is a Value Dossier and do you know its
importance for the national marketing affiliates?

The Value Dossier is a document produced by headquarters, but used by the national marketing organizations. It covers the ‘value story’ of your brand along with the evidence that underpins the value messages: How will your brand address unmet needs? - What added value does your brand provide over current treatment algorithms? - What are the opportunities in the market that your brand will be able to tap into? - etc.

Such Value Dossier is of great value for the national marketing affiliates since ...
... read more.

Learn much more at The Pharma Market Access Course with Lloyd Morgan and Zoë Philips (bios).

Links to course programmes: