Abstract:

This presentation outlines a unique, interlocking process to identify and define global targets through forward-looking marketing research. All too often, pharmaceutical marketers have a haphazard process for identifying targets. The result can be sub-optimal positioning strategies for new products and/or weak messages and other brand identity elements for in-line products. In an era of tighter regulatory approvals, shorter brand life cycles and fewer launch opportunities, it is critical for marketing, marketing research and other commercial functions to get it right the first time. This session will provide attendees with a systematic method for identifying global targets in an evolving marketplace.