Effective Planning: Template for Table of Contents
1 Executive Summary
2 Marketing Aspects of the Disease
2.1 Definition (ICD Code)
2.2 Epidemiology
2.3 Diagnosis
2.4 Treatment
3 Product Background
3.1 Pharmacology
3.2 Patent Situation
3.3 Study Results (Key Clinical Findings)
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
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
6 SWOT Analysis
6.1 Internal Strengths
6.2 Internal Weaknesses
6.3 External Opportunities
6.4 External Threats
7 Commercial Goals and Financial Forecast
7.1 Qualitative Objectives
7.2 Quantitative Objectives: Market Share, Revenue, etc
8 Budget: Planned Marketing & Sales Investment
9 Positioning / Product Story / Unique Selling Proposition
10 Branding Guidelines
10.1 Brand name
10.2 Logo, Colors, Layout, Typography, etc
10.3 Brand Vocabulary
10.4 Images: Key Visuals, etc
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
12 Internal Communication Program
- Contact to Key Persons
- Presentations
- Publications
- Internal Interviews
- Intranet
- Communication Platform
- Sales force
- Headquarters / Affiliates
- Regular information
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
14 Packaging
15 Pricing Strategy
16 Market Access and Health Economics Outcomes Research
17 Cooperations, Licensing and Strategic Alliances
18 Life Cycle Management
- Phase IV Studies
- Brand Defense Strategy
- Line Extensions
- Switch to OTC Status
- Early Entry Strategy
19 Key Success Factors
20 Contacts
21 Appendix
Notes:
- Adjust plan to indication, product and company
- Some items might not be applicable
- An action plan is essential