Brand Management
The Brand Management practice helps clients maximize the commercial value of their development-stage and in-line products, and build or improve their marketing functions.
Commercial leaders work hard to maximize the value of their products. We help them do this every step of the way. Early in development, we help decision makers better understand a product's full commercial potential. Through expert market assessment and commercial planning, we help clients build solid foundations for commercial success. We also help them plan and manage flawless product launches and enhance revenue growth throughout the product lifecycle.
Services:
All brand products progress through predictable stages: initial uptake at launch; a growth phase; peak revenues at maturity; and, finally, decline. While this basic pattern is not susceptible to change, along the way crucial opportunities arise that may speed uptake, allow a higher revenue peak, or extend brand life. By capturing these opportunities, you can realize significantly greater total value from your brand.
Our Brand Management Practice can help maximize the commercial performance of your products from initial launch through product maturity. Our consultants are experts in all aspects of pharmaceutical marketing, including new product planning, commercial strategy development, brand planning, pharmaceutical product launch, and myriad other aspects of maximizing the value of pharmaceutical assets.
Our experience cuts across numerous therapeutic areas. In addition, our Brand Management Practice has developed commercial strategies and programs in a number of geographic markets, including
- US
- New Product Planning
- Innovation2Value®: Campbell’s Innovation2Value® methodology provides a structured and tested framework that helps clients efficiently and effectively
- Assess a market landscape
- Estimate a product’s commercial potential
- Develop commercialization strategies
- Determine how best to implement those strategies
- Winning Label®: Developing and commercializing assets is becoming increasingly challenging due to the heightened competitive landscape, regulatory environment, and payer requirements. Campbell Alliance’s Winning Label® process helps clients characterize the market landscape and identify the necessary development programs to increase the chances of initial and long-term commercial success.
- Innovation2Value®: Campbell’s Innovation2Value® methodology provides a structured and tested framework that helps clients efficiently and effectively
- Launch Excellence
- Develop excellent launch strategies
- Conduct pre-launch diagnostics to assess launch readiness and address gaps in planning
- Plan and manage the operational aspects of launch using our Launch Playbook® tools and services
- Growth Maximization
- Diagnose the causes of poor commercial performance and help turn around underperforming brands
- Develop powerful strategies and brand plans for in-line products
- Inform new strategic decisions through competitive gaming and scenario planning
- Develop and help implement programs for succeeding in complex or challenging markets
- Life Cycle Management
- Assess and prioritize potential new indications
- Develop strategies to maximize value late in the product life cycle
- Help implement life cycle management strategies
- Therapeutic Area Strategy
- Portfolio Strategy
- Marketing Excellence
- Develop or improve brand planning and other commercial processes
- Develop and help implement training programs to maximize the efficiency and effectiveness of marketing and other commercial personnel
- Organizational Development
- Design and develop commercial organizations from the ground up for emerging companies
- Design or improve commercial sub-functions within established companies
Feature Articles
The glory days of big blockbuster products are waning. Quickly emerging, however, is a market that is characterized by rigorous complexities and relentless competition in which pharmaceutical executives are forced to explore new options for maximizing product potential throughout the life cycle. By focusing on creating strategic commercialization plans earlier in the drug development process, executives are hoping to better prime each product for success. ...
Tom Luginbill, Vice President in our Brand Management Practice, discusses some common mistakes that brand managers often make that can derail a product's commercial success and strategies for avoiding them....
Ashwin Dandekar, Vice President in our Brand Management Practice, discusses the importance of developing comprehensive strategies that allow companies to fully realize the value of a particular compound throughout the product lifecycle....
Executives in our Brand Management Practice discuss the rise in importance of biomarkers and diagnostics in oncology...