TGaS Advisors 2010 Managed Markets Summit
TGaS® Advisors held a Managed Markets Summit on June 10, 2010. This Summit brought together senior Managed Markets Marketing leaders from 10 of the leading pharmaceutical companies.
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.
- 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.
- 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.
- 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.
For more information about this event, please contact Brian Deppen bdeppen@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 Leadership 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