Next Generation Brand Planning: Fueling Brand Plan Efficiency Through Seamless Integration

By Sean Rapson, Managing Director, EVERSANA® MANAGEMENT CONSULTING, and Tina Iglesias, Senior Vice President, Strategic Planning, EVERSANA® INTOUCH

Pharmaceutical companies are facing mounting pressures to better integrate and streamline their annual brand planning approaches to meet stakeholder needs and brand and portfolio goals. Despite being one of the most important commercial exercises in any life sciences organization, the brand planning process is one where clients face hurdles of complexity, data overload, lack of a clear vision, and cross-functional silos in attaining effective and measurable brand plans. To succeed in today’s rapidly evolving market, an evolved approach to brand planning is needed.

This paper outlines seven operational pillars to help answer the essential questions driving a brand planning process. By embracing these principles, pharmaceutical companies can gain a competitive edge in a rapidly changing market and achieve their goals more effectively.