Global Marketing

The Global Marketing Benchmark provides global marketing executives with facts and data to objectively assess their resource levels across all functions, capabilities and commercialization processes. All information is anchored to effort drivers, such as number products and their stages of lifecycle and development complexity. This normalization process ensures valid comparisons across peer companies and the opportunity to scale resourcing levels and capabilities as needed. Capabilities are assessed based on subject matter expert input, comparative company information and selected internal stakeholder feedback.

Areas of Focus

The TGaS^® Advisors Global Marketing benchmark provides observations and insights in the following are:

Strategy and Implementation

• Global Marketing Management, including: disease/therapy area strategy, brand strategy, branding, lifecycle management and promotional strategies
• Business Development and Licensing Support
• Forecasting and Portfolio Assessment
• Pricing and Market Access
• Health Economics and Outcomes Research

Key Business Processes

• Lifecycle Planning and Management
• Global Branding
• Roles in Development Planning, Decision-making and Resource Allocation
• Launch Planning and Readiness

Support Functions

• Business and Customer Insights
• Key Opinion Leader Management
• Medical Education
• Agency and Vendor Management
• Meetings and Congresses

Departmental Activities

• Overarching Departmental Management and Governance
• Staff Development and Training
• Communications
  
  

For more information about the Global Marketing Benchmark, please contact Anna McClafferty at amcclafferty@tgas.com.