Live webinar from Singapore: Portfolio analysis - Choosing your communication strategy
Tuesday 1st October 2019 16:00SGT/ 16:00CST/ 17:00JST
Portfolio Analysis and Optimization concentrates on determining the impact that multiple assets have within therapeutic categories, and how the marketing of these assets impacts on overall strategy. This is an important tool for pharmaceutical companies in today’s market. As they simultaneously develop multiple products that can become extremely costly, portfolio management to improve decision-making can have a significant impact on the bottom line. At its very core, it is about selecting how to allocate resources and marketing efforts across multiple assets.
Portfolio analysis: Using market research to master communications across a therapeutic category
Published in Pharma Voice and written by Tom Nolte and Melinda Shorr
Many of us are familiar with billiard games, where two players compete to be the first to pocket all the balls on the table in a particular order. We recently used the game as an analogy to explore the value of effective portfolio management within a particular therapeutic category.
Imagine that a set of racked billiard balls are the products in your portfolio. Each ball will require its own particular angle to achieve success. When a new ball breaks the cluster, only the savviest players can plan and strike in such a way that multiple balls will go in the right places to attain a competitive advantage.
Portfolio analysis is a valuable tool used in market research to understand the dynamics of a product portfolio and how best to guide, direct and manage the communications strategy to best effect.
EphMRA round up 2018
Last month, EU Directors Angela Duffy, Richard Head and Dan coffin attended the EphMRA annual conference in Basel.
The conference kicked off with a fascinating and very personal keynote paper by Ian Talmage, Senior Advisor to Bayer Global Strategic Marketing, on the magnitude of changes our industry has faced over the years, reflecting upon the future landscape, where changes are likely to be and the challenges that sit ahead. This set the underlying tone for the conference, with many papers focusing on technology, behavioural science, patient engagement, data analytics, and collaborative approaches to optimising and enhancing insights.
EphMRA Annual Conference 2018
Visit us on stand number 20
We are delighted to be presenting, exhibiting and sponsoring the EphMRA Annual Conference in Basel, from 26-28 June. Representing Research Partnership at the event are Senior Director Angela Duffy, Director Richard Head, and Associate Director An-hwa Lee.
Portfolio analysis: Making Go/No-Go decisions to optimise the portfolio
When a pharma company is either considering acquiring a new agent, or developing one in-house, marketers need to understand the impact on the overall portfolio and decide whether to make a go or no-go decision on that asset.