TGaS Advisors 2010 Leadership Summit
TGaS® Advisors Leadership Summit was held on May 25, 2010 in Chicago, its largest Summit to date.
Fifty-five Commercial Operations leaders, representing 20 of the nation’s top pharmaceutical companies, exchanged views on how to stay ahead of the curve in today’s fast-moving, constantly evolving pharmaceutical environment.
The invitation-only event, the tenth in a series of high-level cross-customer twice-yearly gatherings, included the benchmarking and advisory services firm’s clients in Executive Commercial Operations, Marketing Operations, Marketing Sciences, Sales Operations and PDMA Compliance.
Below are a few highlights from Leadership Summit Breakout Sessions:
Executive Commercial Operations
“Do Right with Right” (a.k.a. “Do More with Less”)
- In place of the usual responses to requests for the same level of service with reduced budget and headcount, Commercial Operations leaders can become proactive, adopting multi-year strategies with variable service levels, flexible sourcing and other strategic choices that help achieve reduction and service rationalization goals.
- Transactional vs Transformational: Leaders were challenged to prioritize high value work, integrate Commercial Operations into strategy planning, plan for the impact of healthcare reform on Operations and create value for careers in Commercial Operations.
Marketing Operations
Operationally Responsive or Strategic Partner? And What About Med/Reg/Legal and Digital Spend?
- Companies need Marketing Operations to become an integral part of the brand strategy team, with a grounding in proactivity, innovation and strategic partnering. See slide for more info.
- Attendees voted the Medical/Regulatory/Legal Promotional Review Process as the area with the highest impact on Marketing Operations in 2010. Only three of the eight companies responding produce dashboard reports of relevant metrics on the Med/Reg/Legal Process. See slide for more info.
- Digital Marketing: Participants saw digital promotional tactics increasing significantly over the next year, with an average of 38% of the total marketing budget and 47% of the total consumer budget now spent on digital promotion. See slides for more info.
Marketing Sciences
Joining Forces to Create a Flexible, Value-Driven Organization
- Sales Operations and Marketing Sciences attendees joined forces to discuss the disappearing lines between traditional sales and marketing analysis silos. They recognized the value of working together to deliver actionable insights with an integrated perspective. See slide for more info.
- Seven of the 10 companies surveyed have a standalone Managed Markets Analytics group. Attendees say their companies’ strategy is changing its focus significantly on Managed Markets both in Marketing (6+ on a scale of 1-7) and Sales (5.5). See slide for more info.
Sales Operations
New Models, Digital/Technology Advances
- 50% of attendees report increasing non-personal promotion as a replacement for office detailing, while 36% engaged a Contract Services Organization to provide flexibility in Sales Force sizing. See slide for more info.
- Benchmark data show that digital detailing, rolled out to field sales teams in 47% of companies in 2007, is expected to be in 68% in 2010. Closed Loop Promotion, available in 13% of surveyed companies in 2007, is now estimated at 57% for 2010. See slide for more info.
PDMA Compliance
Impact of PDMA Compliance on Selling Models, Training
- 45% of attendee companies are considering a new sampling strategy based on additional disclosure requirements in the 2010 Healthcare Law, while 55% are not. All companies surveyed are evaluating a more targeted approach to HCPs. See slide for more info.
- 10 of the 11 companies represented provide less than an hour or 1-2 hours of PDMA training annually. One provides 4-5 hours. See slide for more info.
See all slides.
For more information about this event, please contact Gary McWalters gmcwalters@tgas.com
- Other TGaS Advisors Client Summits:
- TGaS Advisors Commercial Operations Fall Summit
- TGaS Advisor Managed Markets Round Table
- TGaS Advisors 2011 Commercial Operations Summit
- TGaS Advisors 2010 Commercial Operations Summit
- TGaS Advisors 2010 Managed Markets Summit
- November 4th - TGaS Advisors Commercial Operations Summit in Princeton, NJ
- April 16th - TGaS Advisors Conducted a Marketing Science Client Forum for the Pharma Industry in Princeton, NJ
- May 13th - TGaS Advisors Commercial Operations Client Summit
- September 24th - Commercial Operations Executive Client Forum Held
- February 20th-21st - TGaS Advisors Conducts Two Client Forums
- November 13th - West Coast Operations Forum Held
- October 15th-16th - TGaS Advisors Commercial Operations Client Forum Held
- November 12th - Pharmaceutical and BioPharmaceutical Client Forum for Sales and Marketing Held
- Sep 8th-9th - TGaS at CBI’s Leadership Summit on Evolving the Pharma Sales Model
- TGaS® Advisors Internet Marketing Forum for the Pharma Industry, Princeton, NJ