Press Release
Managed Markets Marketing Leaders Debate Channel Strategy, Healthcare Reform, Career Issues at TGaS Advisors Summit
East Norriton, Penn., June 24, 2010 – Should Managed Markets Marketing report to the Brand Team? To Managed Markets? Are companies moving to Key Account Marketers? Where will the focus be in 2011? These and other pressing questions were key discussion topics at the TGaS® Advisors Managed Markets Marketing Summit, held June 10 in Philadelphia.
Led by Brian Bamberger, who heads the TGaS Advisors Managed Markets Practice, Nick Marmontello and Brian Deppen, the Summit brought together senior Managed Markets Marketing leaders from 10 of the leading pharmaceutical companies. In addition to formal presentations, attendees submitted their own topics for a “speed round” session where they shared common issues and concerns. Key findings and predictions:
- A TGaS Advisors poll of participating companies showed that those who report to Managed Markets demonstrated higher capabilities than those who report to Brand Teams or split the reporting. Capability ratings were based on TGaS Advisors benchmark data for Managed Markets Marketing from 17 companies See Data.
- Five of eight companies queried consider marketing efforts towards payers part of the overall brand strategy, while three see them as a separate Managed Markets issue. Participants also saw execution of Managed Markets marketing initiatives as more successful than integration into brand strategies and recognized the need to measure and communicate their value to Brand teams. See Data.
- By 2011, 75% of Managed Markets Marketing activities will be focused on channel strategy, according to the TGaS Advisors 2010 Future of Managed Markets benchmark.
- Most of the participating companies have conducted formal evaluations of the impact of healthcare reform. Participants assessed the impact of healthcare reform as negative, both for their companies and for functional areas. As one participant stated, “It affects everything – financial forecasting, long-term strategic planning, short-term business planning and channel strategy.” See Data.
- With clinical outcomes and health economics increasingly at the center of Managed Markets relationships, Account Manager skills for the future will need to focus more on contract ROI savvy and linkages with senior field leadership, according to the 2010 TGaS Advisors Managed Markets Benchmark.
“Our Managed Markets clients value this opportunity to discuss the issues that face all of us as healthcare and the industry undergo radical change,” said Bamberger.
About TGaS Advisors
Ranked in the top 50 among U.S. Business Products & Services companies by the Inc. 500, TGaS Advisors is the leading benchmarking and advisory services firm serving pharmaceutical commercial operations organizations. The TGaS Advisors roster includes the top 10 and the majority of the top 50 pharmaceutical companies with operations in the U.S. market. The firm provides the only comprehensive series of benchmarking solutions and advisory services for objectively improving the strategy and effectiveness of pharmaceutical operations organizations. TGaS Advisors is based in East Norriton, Pennsylvania.
- Other 2010:
- TGaS Advisors Promotes Carro to Principal, Appoints Kain and Sharp to Lead Marketing Sciences Operations and Compliance Solutions
- PDMA Sampling Compliance a Growing Issue for Pharma Marketers
- KnowledgePoint360 acquires TGaS Advisors
- TGaS Advisors President Urges Commercial Operations Executives to “Think Like CEOs” in Keynote Presentation for ZS Associates Pharmaceutical Operations Conference
- Commercial Operations Leaders Envision a “Rubik’’s® Cube” of Approach to the New Commercial Landscape at TGaS Advisors Summit
- TGaS Advisors Named To Philadelphia 100, Region’s Fastest Growing Privately Held Companies
- TGaS Advisors Named to Inc. 5000; Among Top 20 in Philadelphia Area
- TGaS Advisors Launches Three New Pharmaceutical Benchmark Options: Best of Benchmark, Efficiency Benchmark and Strategic Priorities Benchmark
- New Commercial Models, Healthcare Reform, Cross-Organizational Talent Needs Pose Challenges for Pharma Operations Execs at TGas Advisors’ Leadership Summit
- TGaS Advisors Offers Proxy Measures, Best Practices in Digital Marketing Metrics at PMSA Conference
- Solving Managed Markets Staffing Dilemma: New Account Manager Sizing Model
- Pharma Executives Bullish on Companies, Industry for 2010: TGaS Advisors 2010 Confidence Index
- “What’s Your DMI?” TGaS Advisors Launches the First and Only One-Number Digital Marketing Measure
- TGaS Advisors’ Mercante Speaks on New Data Sources in the Digital Age, New Competitve Strategies for the Pharmaceutical Industry
- TGaS Advisors “Snapshot” of Commercial Operations Shows Concern for Gaps in Execution and Monitoring