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Category Archives: Bespoke Articles

What exactly does excellence look like?

By shills | Published: July 27, 2011
Many organisations have put in place or are considering ‘marketing excellence’ programs to help drive performance. The key challenge for companies is to prepare marketers for the future rather than just focusing on their current needs or god forbid the past. So what will ‘excellence’ demand going forward? I am going to be a little controversial Read More...
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How market access has changed from being a necessary evil to giving you competitive advantage

By shills | Published: May 4, 2011
Although the words ‘market access’ have become much more commonplace in our working lives, the new clarity of its importance and the acceptance that market access is a necessary pre-requisite for success, seemed superfluous and therefore has not been totally embraced by everyone working in the brand team.  In fact, some marketers are happy to Read More...
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Feeling The Heat, Anticipating The Competition

By shills | Published: March 15, 2011
Jon Bircher argues that successful pharma companies need to develop a foresight into competitor strategies and activities if they are to develop robust strategies themselves. “Conquerors estimate before the war begins, and they consider everything; the defeated also estimate before the war, but they do not consider everything.  Estimating completely creates victory; estimating incompletely causes Read More...
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Managing the Franchise – Part 2 (Local)

By shills | Published: December 22, 2010
Commercial managers who are responsible for a number of brands face a constant challenge in choosing where across the franchise or portfolio to invest limited human and financial resources.  How can these choices be optimised? As we know, the franchise can take a number of forms: the traditional therapy area portfolio with a number of constituent Read More...
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What’s The Plan?

By shills | Published: November 30, 2010
Planning should be a more circular process. In this article, Jon Bircher argues that we must regularly challenge, refresh and refine our view of the world in which we compete to ensure that our planning is as robust as possible. Jon discusses how a circular planning approach can help marketers be more proactive, more Read More...
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