Press Release
Pharma Marketing Sciences Execs Learn “How Other Companies Do It” at TGaS® Advisors Client Forum
EAST NORRITON, PENN., April 23, 2008 — The critical importance of marketing analytics in today’s data-rich pharmaceutical industry environment drove discussions at a Marketing Sciences Operations (MSOPs) Forum facilitated by TGaS® Advisors, a leader in benchmarking pharmaceutical commercial operations. Senior-level marketing sciences executives from nearly a dozen of the top U.S. and global pharmaceutical companies gathered in Princeton, N.J., on April 16 to share common insights and concerns.
When asked “which channels are undergoing the most change,” and the corollary, “which channels have the most opportunity for analytic improvement,” the winners, hands-down, were the Internet and Relationship Marketing, scoring in the top quarter of responses. Another high scorer for improved channel measurement was personal promotion (direct sales to physicians). Analysts must constantly refine their approach to understanding the impact of the field force on a product’s performance in the market, said attendees. Participants in the event learned from their peers “How other pharmaceutical companies do ‘it,’”® hearing briefings and holding in-depth conversations about such issues as how companies manage the breadth of analytic areas needed to support today’s commercial organization and the pros and cons of specialists vs. generalists. Attracting and retaining talent was also a strong focus, according to TGaS Advisors Vice President and Management Advisor Bob Shewbrooks, who heads the Marketing Sciences Operations benchmark and guided the Forum. “Participants saw the need to better define career paths for marketing analytics professionals,” he said.
Several other observations emerged from briefings and group discussions. Excerpts of benchmark data from the forum may be accessed at (MSOPs Results)
- Asked whether marketing science is driving insights as compared to sales, participants ranked their companies at 6.4 out of 10.
- Rankings were higher (8.1 out of 10) when participants were asked if marketing analytics generated insights that made a significant impact on a brand’s performance.
- Polled on integrating disparate data, executives ranked their departments 6.4 out of 10 in response to the statement, “My department does a solid job of integrating information across all marketing science disciplines.”
The Forum is designed for clients, all of whom participate in TGaS Advisors’ blinded, confidential peer-set benchmarks. “The depth of conversation and learning I can have with my peers is outstanding,” one attendee noted. “This is like an executive-level society for heads of Marketing Sciences.” The MSOPs Forum is part of an ongoing series held twice a year, enabling TGaS Advisors’ clients to learn and discuss developments that impact the industry, the healthcare sector and consumers. TGaS Advisors has sponsored these confidential, invitation-only events for the past three years.
In addition to MSOPs, TGaS Advisors currently provides operational benchmarking in sales and specialty sales operations (SOPs), marketing operations (MOPs), Internet (IMOPs) and relationship marketing (RMOPs), sales management effectiveness (SMOPs), compliance operations (COPs) and managed market operations (MMOPs). Additional benchmarks are developed in response to client needs. In 2007, TGaS Advisors developed The Annual State of Commercial Operations (TASCOPs) benchmark, providing an overview of all operational areas.
About TGaS® Advisors LLC
TGaS Advisors is a management advisory firm that provides unique benchmarking services to pharmaceutical and biopharmaceutical companies. The TGaS Advisors roster includes the majority of the top 50 pharmaceutical companies with operations in the U.S. market. The firm’s benchmarking solutions (PHARMASTANCE®) provide clients with a way to measure where they stand with respect to their operations and answers the question, “How do other pharmaceutical companies do ‘it’?®” TGaS Advisors is based in East Norriton, Pennsylvania. To learn more, visit http://www.tgas.com
For more information about this event, please contact Gary McWalters gmcwalters@tgas.com
- Other Press Releases:
- Record Number of Pharma Operations Leaders Share Challenges, Solutions at Four TGaS Advisors Forums
- “Turning Prophets into Strategists and Leaders” Seen as Opportunity for Market Research; Theme of Pharma Market Research Group Presentation
- TGaS Advisors Named to Philadelphia 100®, Ranked 18th Among Region’s Fastest Growing Privately Held Companies
- Sharon Patent Appointed Director, Marketing Sciences Operations Practices, at TGaS Advisors, Adding New Dimension to Analytics Capabilities
- Top Pharma Execs Discuss Regionalization and Outsourcing Trends at TGaS® Advisors Operations Forum
- TGaS Advisors Launches Internet Performance Benchmark
- TGaS Advisors’ Gerard Moderates Featured Panel at CBI Pharma Leadership Summit on Impact of Innovation on Sales Operations
- TGaS Advisors’ Castello Offers Advice on Managing Changes in Pharma Sales Compensation Plans
- TGaS Advisors Named to 2008 Inc. 500
- TGaS Advisors Leader Steve Gerard Named One of “100 Most Inspiring People” by PharmaVoice Magazine
- TGaS Advisors Launches Organization and Career Guide Benchmark for Pharma Sales Operations
- TGaS Advisors Appoints James P. Castello Director, Management Advisor
- TGaS Advisors Named as Finalists In 2008 American Business Awards
- TGaS Advisors Hires Brian Bamberger to Spearhead Managed Markets Benchmarks
- TGaS Advisors’ Wojcik Analyzes Incentive Compensation Issues at Pharma Sales Force Performance Conference
- TGaS Advisors Expands Executive Ranks to Accommodate Business Growth; Pharma Veteran John P. Carro Joins as Vice President, Management Advisor
- TGaS Advisors TGaS Advisors Creates New Position to Accommodate Business Growth; Pharma Veteran Tom Bang Joins as Executive in Residence
- TGaS Advisors Creates New Position; Pharma Veteran Gary McWalters Joins as Director of Marketing and Business Development
- TGaS Advisors Expands Staff to Accommodate Business Growth Robert Shewbrooks Joins Firm as Vice President, Management Advisor
- TGaS Advisors Appoints Boucher to New Analytics, Outreach Position
- TGaS Advisors Moves into New Corporate Headquarters
- TGaS Advisors Launches Compliance Operations Benchmark (COPs)
- TGaS Advisors Hires Jeff Wojcik and Donna Wray
- TGaS Advisors Offers Collaborative Benchmarking Services for Pharmaceutical Companies