Since our founding in 2006, Return on Focus’ Evidence-Based Marketing approach has appealed to specialty care and biotechnology companies looking to mirror the evidence-based medicine philosophy already established on the clinical side of the house. This has alignment in thinking has enabled us to garner a wealth of experience in Oncology and Immunology over the years.
Within these two areas, a common marketing challenge is how to effectively optimize the ‘pipeline in a product.’ A molecule that has the benefits of demonstrating activity across a broad spectrum of indications also poses the challenge of serving a diverse set of stakeholders with a product profile that doesn’t perform identically across all indications. Avastin in Oncology and Remicade in Immunology are the typical illustrations.
The marketing goal for these ‘pipeline in a product’ brands is to successfully plan for and optimize the portfolio through astute marketing. To assist Clients in visualizing the challenge and the opportunity, we use a Rubik’s cube metaphor. The three dimensions of the cube most commonly represent the following: Read On