Webcast: Portfolio analysis - Choosing your communication strategy

This webcast is designed to provide clarity when maximizing resources within a category-specific portfolio. The series will cover three main topics:

1. Communication strategy
2. Tracking inputs
3. Go-no/go decisions

What are the key takeaways?

• Defining your communication strategy in portfolio optimization: Presenters start by discussing effective synergies within a therapeutic portfolio and how to ensure that marketing resources are balanced appropriately among the brands being promoted. They also explain how to develop a coherent and convincing portfolio story.

• Creating evidence for the best approach to portfolio analysis: Next, the role of KOLs and practicing physicians is explored, including how perceptions can be dealt with through effective marketing and the potential for market research.

• Qualitative and quantitative methods: Finally, the presenters discuss the best ways to interview KOLs, practicing physicians, and other respondents, providing examples of qualitative and quantitative approaches from behavioural economics to market mapping to demand assessments.

• Question and answer session: Following the presentation there will be a live Q&A where they will address any specific challenges you have encountered or concerns you may have about conducting portfolio analysis studies. We welcome you to submit your questions in advance when you register.