How to undertake effective portfolio analysis and optimisation
Portfolio Analysis and Optimization concentrates on determining the impact that multiple assets within therapeutic categories, and the marketing of these assets, has on overall strategy. This is an important tool for pharmaceutical companies in today’s market. As they simultaneously develop multiple products that can cost millions of dollars, portfolio management to improve decision-making can have a significant impact on the bottom line.
This tutorial is designed to provide clarity when maximizing resources within a category-specific portfolio. The session lasts 90 minutes including a 15 minute Q&A session and covers the following topics:
1. Communication strategies for portfolio optimization
We will begin the session by explaining how to develop a coherent and convincing portfolio story and ensure that marketing resources are balanced appropriately. We will explore the role of KOLs and practicing physicians, how perceptions can be dealt with through effective marketing and discuss the best ways to conduct interviews with these and other respondents.
2. Portfolio tracking for success
In part two we will discuss how best to measure and monitor an individual asset’s performance to evaluate the current and ongoing market position. We will then outline how to ensure alignment through stakeholder agreement, and demonstrate how to set timeframes for reporting in order to support an individual asset and portfolio needs.
3. How to use market research to make confident go/no-go decisions
In the final part of this session we will explore the various reasons that portfolios need to adapt and change and how to create a future-proof market research programme. We will then discuss what impact the addition or removal of an asset will have on the overall
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