With the side effect of focused R&D being multiple products within the same therapeutic area, I have started to see a chimera in today’s biotechnology and pharmaceutical marketing departments. I call it the Brandchise.
A chimera is a single organism (usually an animal) that is composed of two or more sets of genetically distinct cells. In biopharmaceuticals, it’s the fusion of franchise marketing responsibilities and brand marketing responsibilities into a single organizational unit.
As in genetics, this fusion of brand and franchise never results in one cohesive organism. Instead, the needs of the individual brand(s) invariably juxtapose with the needs of the franchise or product portfolio. In this situation, the Brandchise marketer is often forced to reconcile conflicting demands as they try to serve two masters. For one ROF client, this resulted in having two separate patient support programs designed essentially for the same audience.
As the famous quote goes, “No man can serve two masters: for either he will hate the one, and love the other, or else he will hold to the one, and despise the other.” This holds true for the Brandchise approach.
You need to either commit to a franchise or stick to the brand-centric approach.