Optimizing Your Essential Commercialization Teams
For those of you following closely (thank you!), you may recall that in an earlier e-conversation — 21st Century Commercialization — More than a Point in Time! — we defined commercialization as neither a function nor a process.
Are Your Assumptions Serving You Well?
Ah, June, the season of life transitions — weddings, graduations, school progression and, with the year nearly half over, a reminder to reflect on where we have been and where we are going in 2019.
The Future of Biopharma Commercialization Is Now
Back in the early 2000s, I was head of commercial strategy at Millennium Pharmaceuticals in Cambridge, Massachusetts. I remember saying to then CEO, Mark Levin, that we had an opportunity to define how the company vision, “Transcend the Limits of Medicine,” could be translated at the customer level.
Where Has All the Brand Planning Strategy Gone?
Back in the Mesozoic Era, when I was coming up the marketing line (also known as the 90s), we used something called "The Mapping Approach to Strategy." This involved propelling the team three to five years into the future and imagining how the product being developed would be positioned in the customer's mind. Then we would define the strategic path to get there.