Pharma Marketing Plan


Tips and Advice for Pharmaceutical Product Managers
Series: Succeed Through Know-how
From: Healthcare Marketing Dr. Umbach & Partner

Healthcare Marketing - Logo Effektive Kommunikation: Successfully Marketing Clinical Trial Results Erfolgreich als Medical Advisor Verbaler und visueller Ausdruck: Erfolgreich im Pharma-Marketing Dr. Guenter Umbach Contact
 

Effective Planning: Template for Table of Contents



UmbachPartner-Bullet 1 Executive Summary

UmbachPartner-Bullet 2 Marketing Aspects of the Disease

2.1 Definition (ICD Code)
2.2 Epidemiology
2.3 Diagnosis
2.4 Treatment

UmbachPartner-Bullet 3 Product Background

3.1 Pharmacology
3.2 Patent Situation
3.3 Study Results (Key Clinical Findings)

UmbachPartner-Bullet 4 Target Market

4.1 Market Definition
4.2 Current Market Volume
4.3 Market Potential
4.4 Social and Regulatory Aspects
4.5 Market Research Results

UmbachPartner-Bullet 5 Competitive Environment

5.1 Competing Products und Product Revenues
5.2 Companies and Relevant Portfolios
5.3 Marketing und Sales Activities
5.4 Patent Situation of Competing Products

UmbachPartner-Bullet 6 SWOT Analysis

6.1 Internal Strengths
6.2 Internal Weaknesses
6.3 External Opportunities
6.4 External Threats

UmbachPartner-Bullet 7 Commercial Goals and Financial Forecast

7.1 Qualitative Objectives
7.2 Quantitative Objectives: Market Share, Revenue, etc

UmbachPartner-Bullet 8 Budget: Planned Marketing & Sales Investment

UmbachPartner-Bullet 9 Positioning / Product Story / Unique Selling Proposition

UmbachPartner-Bullet 10 Branding Guidelines

10.1 Brand name
10.2 Logo, Colors, Layout, Typography, etc
10.3 Brand Vocabulary
10.4 Images: Key Visuals, etc

UmbachPartner-Bullet 11 Target Groups

  • Prescribing physicians
  • Experts
  • Patients
  • Patient Advocacy Groups
  • Partners and Family Members
  • Pharmacists
  • Nurses and Paramedics
  • Payors, Managed Care
  • Wholesalers and Distributors
  • State Authorities
  • Others
  • Customer Relationship Management Program

UmbachPartner-Bullet 12 Internal Communication Program

  • Contact to Key Persons
  • Presentations
  • Publications
  • Internal Interviews
  • Intranet
  • Communication Platform
  • Sales force
  • Headquarters / Affiliates
  • Regular information

UmbachPartner-Bullet 13 External Communication

  • Experts: Individuals, advisory boards, professional societies …
  • Events: Conferences, workshops, presentations …
  • Scientific publications: Abstracts, original articles, reviews …
  • Personal contacts: Connect and network with people
  • Market research: Interviews, focus groups …
  • Electronic media: Websites, videos, social media …
  • Public relations: Engage the media, work with journalists …
  • Advertising: Print and electronic ads, brochures …
  • Sales force: Train and motivate representatives, samples
  • Direct response marketing: Print and electronic mailings, telephone service hotlines, call centers …
  • Additional options: Continuing medical education, clinical studies, sponsorships, self-help groups, imaginative actions …
  • Integration and Coordination

UmbachPartner-Bullet 14 Packaging

UmbachPartner-Bullet 15 Pricing Strategy

UmbachPartner-Bullet 16 Market Access and Health Economics Outcomes Research

UmbachPartner-Bullet 17 Cooperations, Licensing and Strategic Alliances

UmbachPartner-Bullet 18 Life Cycle Management

  • Phase IV Studies
  • Brand Defense Strategy
  • Line Extensions
  • Switch to OTC Status
  • Early Entry Strategy

UmbachPartner-Bullet 19 Key Success Factors

UmbachPartner-Bullet 20 Contacts

UmbachPartner-Bullet 21 Appendix


Notes:

  • Adjust plan to indication, product and company
  • Some items might not be applicable
  • An action plan is essential