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Global Training - Case Study

 

CHALLENGE: A global pharma company created through a series of mergers needed to get their diverse marketing teams up to speed on the new company’s marketing philosophy and start them all moving in the same direction on a global level.

 

SOLUTION: TVG custom-designed a marketing training curriculum with input from senior management across the company. The program was then rolled out over a 12-month period by TVG training professionals through regional and country-based on-site training.

 

OUTCOMES: The company was able to quickly refocus marketing initiatives of their global teams based on a unified approach. The company established a common marketing language, and strategic planning reporting process.

 

 

 

Competitive Simulations to Analyze Market Situation, Set Strategic Plan

 

CHALLENGE: As part of the strategic planning process, a brand team needed to develop competitive strategies and tactics for each of the key indications for their product. They also wanted to determine the extent to which each competitor posed a threat to best develop their strategies and proactive/reactive tactics to address those competitive efforts.

 

SOLUTION: We organized and facilitated an Internal Competitive Simulation Workshop using the proprietary TVG Marketing Model as an organizing framework. The team was lead through a process to identify the optimal business strategy, key attributes and positioning, and the key messages for competitive products in each of their treatment areas. Based on this work we helped them rate the level of threat of each competitor and have some fun working on tactical executions of competitive responses.

 

OUTCOMES: The team created a prioritized list of strategies and tactics to address identified competitive threats (including strategies, profiling, positioning as well as key tactics). They gained an estimate of the relative threat of each competitor and the level of response that would be necessary. They devised a “market map” providing a visual schema of the direction of competitive activity.

 

 

 

Targeting Marketing Segments

 

NEURAL NETWORKS SEGMENTATION

 

CHALLENGE:

Client was preparing to launch a new Alzheimer's drug and wanted to target the most likely prescribers of this new product, as well as ‘tag’ every doctor on their list into 4 categories; (1st Tier (over 30% share), 2nd Tier (20-30% share), 3rd Tier (10-20% share), 4th Tier (less than 10% share)

 

SOLUTION:

Sample consisted of 200 Psychiatrists and 200 General Practitioners

Primary and secondary data consisting of:

  • Ratings on attitude battery
  • Stated behavior
  • Reaction to Brand X profile
  • Physician and practice setting attributes (yrs. of practice, size of practice, # of patients per month, etc.)
  • Rx data of these physicians for the past 2 years

Membership in each tier predicted based on physicians:

  • Physician attribute ratings
  • Practice attributes
  • Prescription pattern

 

OUTCOMES:

  • Neural Network model recognized patterns that mapped to the 4 tiers
  • 86% predictive accuracy when comparing the model’s performance against the holdout data
  • This model used to ‘tag’ every physician on clients’ “called-on” list as 1st tier, 2nd tier, 3rd tier, or 4th tier physician
  • Launch plan included more aggressive call strategy to 1st and 2nd tier physicians, less aggressive call strategy to 3rd and 4th tier physicians