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    Solving for Rubik’s Cube of Portfolio Marketing

    Solving for Rubik’s Cube of Portfolio Marketing

    July 28, 2014

    Rubick's cubeSince 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: (more…)

    Confirmation Bias – Brand Planning Weak Link

    June 15, 2014

    Confirmation BiasWe’re in the thick of brand planning session for our clients. Most brand planning processes kick-off with a rigorous situational analysis designed to illustrate current market, competitive, and brand dynamics in order to set an objective framework to build the next year’s plan. Despite the goal of objectivity, it is a time when confirmation bias reaches its height within our industry.

    Confirmation bias is the tendency for people to favor information that confirms their preconceptions or hypotheses regardless of whether the information is true or not. It’s an artifact of how our brains recognize patterns. We recall and place greater significant on information that is favorable to our thinking and minimize information that is not. The sheer volume of prep reading for brand planning has heightened the selective nature of our information recall. (more…)

    Think IF Before Jumping to HOW When Appraising New Marketing Investments

    April 22, 2014

    Think Before You JumpHi. We’re Return on Focus, and we are all about Evidence-Based Marketing. While most people who have worked with us in the past will likely say that there is no need for me to make this type of introduction, I am going to have to respectfully disagree. Why? Well, it turns out that we get a surprising number of calls from Clients who just want us to focus on the “how” to design and measure an investment, while skipping that all important “if” question. See, at ROF, we believe that just telling you how to execute an investment is only answering half of the question and frankly, it is not the most important question in Evidence-Based Marketing. Our first stop, in any of these types of analyses is to determine if you should be making the investment in the first place. (more…)

    Breakthrough Designation = Breakneck Pace

    February 10, 2014

    SpeedEveryone wants to be the commercial point person for a Brand with ‘Breakthrough’ designation, right? Not so fast… because maybe it’s just too fast. Securing ‘Breakthrough’ designation often puts a big red target on a Marketing Director’s back. You barely (or don’t) have time to do things the right way, but you definitely don’t have time to get anything wrong.

    What is clear is that you need to throw out the traditional launch playbook and quickly garner some focus before the usual questions from senior management come raining down from on high. (more…)

    Less Buying Process, More Choice Drivers

    January 21, 2014

    Buying ProcessIt’s a standard activity for most pharmaceutical and biotechnology companies to develop a ‘buying process’ when entering a new disease category. Over the years, the level of complexity in these models has reached the point of absurdity.

    The buying process no longer fits on a slide, but must be broken up across multiple slides to present. If you need a hard copy of the process, you better call FedEx Office, because no standard printer will be able to pull off the formatting with any legibility.

    With this increased complexity, I personally believe we’ve lost a significant amount of utility. To a large extent complexity and utility of the crafted buying process is inversely proportional. What is lost in the complexity of the buying processes common today is the focus on the ‘what’ at the expense of the ‘whys.’ The intellectual efforts to track every loop and nuance in the process obfuscate the real need for the marketer, which is to identify what drives choice (i.e., choice drivers) at each critical juncture within the process. (more…)

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