The role of marketing
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Transcript of The role of marketing
Credit: NIBSC/SCIENCE PHOTO LIBRARYCaption: Whooping cough bacteria. Coloured scanning electron micrograph of a section of human tracheal epithelium showing the rod-shaped bacteria Bordetella pertussis (green), lodged at the base & between the cilia at centre. B. pertussis is the agent of whooping cough, a respiratory tract infection characterised by fits of coughing that end in inspiratory whoops. The bacteria cause a dramatic loss of cilia, or fine hairs that protect the respiratory tract from dust and particles. The micrograph shows a region of epithelium in the foreground where the cilia have been flattened by the bacteria. Magnification: x6100 at 6x7cm size. x20,000 at 8x10 inch size.
Luana Pisani Wojcik
THE ROLE OF MARKETING
Google pics
THE ROLE OF MARKETING IS …Highly dependent on the needs of the organization
INTERNALLY Provide valuation of new product concepts / BD opportunities
EXTERNALLY Manage all product associated communication venues
Represent commercial function within R&D teams Ensure current products meet or exceed sales targets
Develop annual strategic, tactical plan, budget Implement / Manage current tactical plan, budget
Proactively manage product lifecycle
In compliance with internal P&P and external guidance
THE ROLE OF MARKETING IN …
Valuation of new product concepts / BD opportunities
Lead cross-functional team Clinical /Regulatory / Marketing Communicate findings
ClinicalProduct
performance
MarketingForecast
RegulatoryLicensing
Requirements
Statement of Interest (SOI)+ Funded project- SOI filed for records
THE ROLE OF MARKETING…
Commercial representation
TPP – base, acceptable, optimal Forecast(s) Competitive tracking Communication program Usage meetings, PI negotiations Market tracking & alignment with
targets
THOUGHT LEADER DEVELOPMENTFIRST FEEDBACK FROM BASELINE TL ENGAGEMENTS
TL NEW SLIDE DECK UPDATE
DISSEMINATION OS MF59 PAPER
ADVISORY BOARD TL SLIDE DECK UPDATE
REGIONALIED THOUGHT LEADER MEETINGS
EUROPEAN THOUGHT LEADER
MEETING
LATAM THOUGHT LEADER MEETING
GLOBAL THOUGHT LEADER MEETING
US REGIONAL THOUGHT LEADER MEETI8NG
ADVISORY BOARDSADJUUAVNT TL ROUND TABLES
Clinical Abstract
LIVE Study Phase IV post marketing
observational S/E
Medical EducationFLOOR SPACE ON
ADULT AND YOUTH EPIDEMIOLOGY
Speakers TrainingGlobal Speakers
Trainhing
Publication
IEE UPDATE
Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release
3RD WEEK UPDATE WITH EDUCATIONAL PROGRAM NEW TL AND RECENT DATA WEB BASED UPDATED TRAINING FOR THOSE ON IEE
Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release
Symposia
PROTECTING THE YOUNG AND OLD -- INFLUENZA IN POPULATIONS PANDEMIC UPDATE
October2010
November2010
December2010
July2010
August2010
September 2010
OPTIONS VII
June2010
May2010
March2010
April2010
January2010
February2010
INFLUENZA COMMUNICATION CALENDAR
2010
THOUGHT LEADER DEVELOPMENTFIRST FEEDBACK FROM BASELINE TL ENGAGEMENTS
TL NEW SLIDE DECK UPDATE
DISSEMINATION OS MF59 PAPER
ADVISORY BOARD TL SLIDE DECK UPDATE
REGIONALIED THOUGHT LEADER MEETINGS
EUROPEAN THOUGHT LEADER
MEETING
LATAM THOUGHT LEADER MEETING
GLOBAL THOUGHT LEADER MEETING
US REGIONAL THOUGHT LEADER MEETI8NG
ADVISORY BOARDSADJUUAVNT TL ROUND TABLES
Clinical Abstract
LIVE Study Phase IV post marketing
observational S/E
Medical EducationFLOOR SPACE ON
ADULT AND YOUTH EPIDEMIOLOGY
Speakers TrainingGlobal Speakers
Trainhing
Publication
IEE UPDATE
Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release
3RD WEEK UPDATE WITH EDUCATIONAL PROGRAM NEW TL AND RECENT DATA WEB BASED UPDATED TRAINING FOR THOSE ON IEE
Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release
Symposia
PROTECTING THE YOUNG AND OLD -- INFLUENZA IN POPULATIONS PANDEMIC UPDATE
October2010
November2010
December2010
July2010
August2010
September 2010
OPTIONS VII
June2010
May2010
March2010
April2010
January2010
February2010
INFLUENZA COMMUNICATION CALENDAR
2010
THE ROLE OF MARKETING…
Licensed Product meet / exceed targets
Weekly, Monthly, Q, annually Share, dose and dollar trends Variability (geographic,
demographic)
THE ROLE OF MARKETING…
Manage current tactical plan Review positioning,
segmentation & effectiveness Resolve issues – logistics,
contracts Gather field feedbackConstruct annual plan Plan modifications based on
VOC Plan & budget approval Plan roll-out
Current Plan management
Identification of issues,
optimization opportunities
Plan update, budget,
acceptance, rollout
THE ROLE OF MARKETING…
Proactively / Reactively Manage LC
Lead Cross-functional team Targeted improvements by value
Proactively- Planned additional data
for indication expansion- Alternative delivery
Reactively- PI change to address
competitive disadvantage
THE ROLE OF MARKETING IS …EXTERNAL communication venues Congresses (epi, data, CME,
Symposia) Publications KOL meetings Speakers PR efforts Institutional Programs Web based initiatives
THE ROLE OF MARKETING… CAN BE…
However it is DEPENDENT ON THE NEEDS & DESIRE OF THE ORGANIZATION.
Provide valuation of new product concepts / BD opportunities
Represent commercial with R&D teams Ensure current products meet or exceed target Implement & manage current tactical plan, budget Develop follow year plan, budget Proactively manage product lifecycle Manage all product associated communication
ANY QUESTIONS…