Marketing and Sales Organization Best Practices for Biotech and Specialized Pharma

Abstract

In this report, we present the results of a study we performed in Europe in 2005 to identify best practices in marketing and sales strategies among high-performing and profitably growing biotech and midsize specialized pharmaceutical companies. The survey stressed the importance of a company's commercialization model, its organizational structure, and its allocation of marketing and sales functions during different stages of business development and at different corporate levels (i.e., globally, regionally across Europe, and at the local country level). We surveyed 18 high-performing companies with annual revenues of more than $100 million and gained valuable insight into the optimal methods of pharmaceutical and biotech commercial organization in Europe.