Product Type: Market Research Report
Published by: Cutting Edge Information
Published: March 2006
Product Code: R465-40Description Cutting Edge Information has developed this study to research pharmaceutical co-promotions - and what makes them successful. Pharmaceutical Co-Promotion Management examines the inner workings of pharmaceutical co-promotions. From overall budgets and control to in the field strategies and tactics, this report details the inner workings of some of the industry’s top companies’ co-promotions.
Cutting Edge Information’s report Pharmaceutical Co-Promotion Management analyzes co-promotion practices from some of the industry’s top companies to provide all the steps necessary to build stronger, more successful co-promotions. From identifying and winning potential deals to structuring oversight to establishing in the field communication links, the report provides co-promotion leaders the tools to improve their efforts. Spending, staffing, structure and strategies of top pharmaceutical companies’ co-promotions offers purchasers benchmarks for excellence.
The report makes its case with metrics and techniques for managing co-promotions:
- Investment and Structure - Overall co-promotion investment levels along with staffing levels and make-up of oversight groups.
- In the Field Strategy and Tactics - Analysis of sales functions’ roles in co-promotions. From co-promotion leadership to in the field communication links and conflict resolution.
- Identifying and Converting Co-Promotion Opportunities - Analysis of business development’s efforts in finding and winning co-promotion deals - from staffing and investment to strategy.
Table of Contents - EXECUTIVE SUMMARY
- Figure E.1: Annual Co-Promotion Investment
- Figure E.2: Special Co-Promotion Training for Sales Reps
- Figure E.3: Deal Identification Sources
- CO-PROMOTION MANAGEMENT STRUCTURE AND INVESTMENT
- Figure 1.1: Percent of Companies Employing Cross-Company Management Teams
- Co-Promotion Management Teams
- Figure 1.2: Co-Promotion Management Team Makeup
- Figure 1.3: Co-Promotion Management Team Headcounts
- Figure 1.4: Two-Tiered Co-Promotion Management
- Figure 1.5: Co-Promotion 4’s Comprehensive Management Involvement
- Communication and Cooperation in the Leadership Group
- Figure 1.6: Communicating with the Sales Force
- Co-Promotion Investment
- Figure 1.7: Percentage of Co-Promotion Revenue Generated by Surveyed Companies
- Figure 1.8: Surveyed Companies’ Contributions to Co-Promotion Budgets
- Figure 1.9: Annual Co-Promotion Investment
- Figure 1.10: Co-Managing Budgets
- Figure 1.11: Number of Reps in the Co-Promotion
- Figure 1.12: Cost per Rep in a Co-Promotion
- Figure 1.13: Annual Investment in Co-Promotions per Sales Rep
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- SALES FORCE STRUCTURING, COMMUNICATION AND TRAINING
- Sales Team Co-Promotion Structure
- Figure 2.1 - Company I’s Sales Team Oversight
- Figure 2.2: Company A’s Sales Team Oversight
- Sales Team Communication & Coordination
- Figure 2.3: District Managers: Communication & Coordination
- Figure 2.4: Sales Reps: Communication & Coordination
- Co-Promotion Training Programs
- Figure 2.5: Co-Developing Training
- Figure 2.6: Co-Promotion Sales Rep Training Hours
- Figure 2.7: New Product Training for Co-Promotions
- Figure 2.8: Special Co-Promotion Training for Sales Reps
- Figure 2.9: Training Partner Reps Together
- Figure 2.10: Companies that Share Training Budget Costs
- Figure 2.11: Training Budgets
- Figure 2.12: Per Rep Training Expense
- IDENTIFYING AND CONVERTING CO-PROMOTION OPPORTUNITIES
- Reasons for Seeking Co-Promotions
- Figure 3.1: Strategy behind Seeking Co-Promotion Opportunities
- Teams Identifying Co-Promotion Opportunities
- Figure 3.2: Deal Identification
- Figure 3.3: Headcounts of Teams Identifying Potential Co-Promotion Opportunities
- Figure 3.4: Annual Investment for Identifying Co-Promotion Opportunities
- Deal Seeking Investment and Review
- Figure 3.5: Number of Co-Promotion Opportunities Reviewed per Year
- Attracting and Winning New Deals
- Figure 3.6: Marketing Co-Promotion Capabilities
- Success Factors for Co-Promotions
- Figure 3.7: Timing of Co-Promotion Deals
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