Delivering Maximum Brand Impact Via Pharmaceutical Market Analytics

Table of Contents

EXECUTIVE SUMMARY

• Introduction
• Research Approach
• Participating Companies
  • Figure S.1-Participating Companies
  • Figure S.2-Job Titles of Participants
  • Figure S.3-Participant Company Size
  • Figure S.4-Years of Analytic Experience
• Key Insights
• Key Findings
• Analytics Activities Included in the Study

HIRING FOR MARKET ANALYTICS PERFORMANCE EXCELLENCE

• Introduction
  • Figure 1.1-Essential Employee Experience, Skills, & Attributes
  • Figure 1.2-Essential Employee Experience
  • Figure 1.3-Essential Employee Skills & Competencies
  • Figure 1.4-Essential Employee Attributes
  • Figure 1.5-Key Analytics Skills in Early Stage Organizations
• Number of FTEs
  • Figure 1.6-FTE: Headcount by Company
  • Figure 1.7-Benchmark Partner Observations on FTE Requirements
• Outsourcing
  • Figure 1.8-Outsourcing Detail
  • Figure 1.9-Extent of Outsourcing
  • Figure 1.10-Reasons for Outsourcing

DELIVERING HIGH IMPACT ANALYTICS SERVICES

• Introduction
  • Figure 2.1-Top Rated Activities
  • Figure 2.2-Activity Impact Scoring: Weighted Rankings
• Primary Department for Activities
  • Figure 2.3-Primary Departments for Analytics Activities
  • Figure 2.4-Other Departments for Analytics Activities
• Responsibility for Activities
  • Figure 2.5-Job Titles with Ultimate Responsibility for Activities
  • Figure 2.6-Job Titles by Analytics Activity

BUILDING EFFECTIVE RELATIONSHIPS WITH KEY STAKEHOLDERS

• Introduction
  • Figure 3.1-Sales Analytics Customers
  • Figure 3.2-Marketing Analytics Customers
  • Figure 3.3-Business Development Analytics Customers
  • Figure 3.4-Forecasting Analytics Customers
  • Figure 3.5-Collaborators for Sales Analytics Activities
  • Figure 3.6-Collaborators for Marketing Analytics Activities
  • Figure 3.7-Collaborators for Business Development Analytics Customers
  • Figure 3.8-Collaborators for Forecasting Analytics Activities
  • Figure 3.9-Lessons Learned: Stakeholder Relationships

STRUCTURING TO SUPPORT HEALTHY PRODUCT GROWTH

• Introduction
• Centralization
  • Figure 4.1-Organizational Structure at Surveyed Companies
• Departmental Alignment
• Activities Integration
  • Figure 4.2-Tips from a 30-Year Analytics Veteran
• Market Analytics Organizational Evolution
  • Figure 4.3-Market Analytics Evolution Conceptual Model
  • Figure 4.4-Generalist Model
  • Figure 4.5-Generalist Model, 2
  • Figure 4.6-Evolution of Analytics Activities
  • Figure 4.7-Differentiated Model
  • Figure 4.8-Differentiated Model, 2
  • Figure 4.9-Specialist Model
  • Figure 4.10-Specialist Model, 2
  • Figure 4.11-Distributed Model
  • Figure 4.12-Distributed Model, 2
  • Figure 4.13-Distributed Model: Large Company Example
• Indicators of Need for Evolution and Growth

WINNING CORPORATE RECOGNITION AND SUPPORT

• Figure 5.1-Essential Building Blocks for Market Analytics Success
• Gaining Senior Management Support
• Cultivating Relationships
  • Figure 5.2-Delivering Value to Achieve Organizational Recognition
• Delivering Great Work
  • Figure 5.3-Strategies and Tactics for Building Value
• Performance Measurement
  • Figure 5.4-Effectiveness Measurement
  • Figure 5.5-Performance Metrics
  • Figure 5.6-Feedback Methods

LESSONS LEARNED