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Earning a seat at the table

Well, I’m sure this post won’t win me many new friends among my fellow pharma vendors, but here goes anyway…

Lately I’ve noticed a new trend where vendor partners bring numerous people to a meeting and all of the partners take seats at the main meeting table.  This, in and of itself, doesn’t seem like a big deal.  However, at many of these meetings, there is not enough room for all of the attendees to sit at the table.  In these instances, I watch in stunned silence as clients take seats along the back walls or in corners, while their vendors stay in their seats at the main table.

These clients refuse to pull rank and make their vendor partners feel bad in a public forum, which makes them good and sensitive human beings.  So, for my clients who are too polite to say what should be said, let me do it for you. Read On

5 Market Research Changes Necessary to Be Successful in Rare Disease Markets

Market ResearchSuccessfully developing and validating brand positioning and strategy in rare disease markets, whether with physicians or patients, requires a different set of market research practices. At ROF, we have identified five key distinctions that marketing and market research directors need to account for prior to implementing validation plans in these smaller markets: Read On

5 Key Lessons from Convenience Launches

LessonFrom rare disease to primary care, many of the medical advancements coming out of R&D deliver convenience-based benefits versus superior efficacy over the standard of care. While ‘convenience’ benefits such as improvements in dose frequency and/or method of administration are indeed valuable, it has become quite easy for today’s marketers to believe that just positioning on convenience to prescribers and patients will automatically generate sales. If you look at the evidence, you’ll quickly see that in most cases it just doesn’t happen that way.

ROF delved into this area for a Client that wanted to learn from other launches and not default automatically to the obvious positioning focus of convenience for their product. During our analysis, we uncovered 5 key lessons that are critical to consider when your new product has a unique attribute around convenience. Read On

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