Biopharma Brand Planning Strategy: Vision, Imperatives, and Tactics
Many years ago, when we first started working with emerging life sciences companies to provide a roadmap for the commercialization of their technologies, we began with a list of essential activities and the corresponding budget that would be required.
Biopharma Brand Team and Launch Team Structure: A Practical Guide
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 Strategy 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.
Biopharma Launch Planning for Emerging Companies: Four Key Challenges
Living in a parallel universe, launching a company and drug simultaneously.
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.