Abstract
Solidify competitive intelligence' s presence to optimize decision making
Pharmaceutical competitive intelligence (CI) helps drive decision-making
processes across an organization. As a forward-thinking, proactive support
function, CI influences business development and brand management, among other
areas. CI identifies market risks as well as business growth opportunities.
Recent years have seen CI groups on the upswing. Their role is evolving and
developing a greater emphasis on adding strategic value. At the same time,
CI' s budgets and staffing are increasing. Recent trends in structuring have
led to increased efficiency. These are certainly encouraging signs, and CI
groups are adapting to the changes.
But there is still much work to be done. CI teams still must fight for
resources to succeed. They must also demonstrate their value and trumpet their
successes. To not only survive, but to thrive as a function, CI must attract
top talent, increase its reach and create a CI culture within an organization.
Pharmaceutical Competitive Intelligence examines top companies' practices to
provide a guide for improving CI efforts. This report presents the focal
points of the research in three chapters:
- Structuring for Success - Provides details on CI structures, including
global-level reporting lines and placements; ways in which CI team trumpet
their successes and create CI cultures; and the career paths laid out to make
CI teams breeding grounds for future pharma leaders
- Resourcing for Growth - Reveals CI department-level budgets and staffing;
brand-level phase-by-phase spending and staffing, which groups fund CI; and
how companies demonstrate ROI on CI
- Increasing CI' s Reach - Examines how companies communicate their strategic
value to internal clients and the resources and tools for collecting CI
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