BAI US Specialty Care Lead, Pfizer and Chet Zalesky, President, CMI spoke about
informing brand strategy in the pharmaceutical industry.
your competitors as there are very few of them. A few years ago, Pfizer had a brand
that was competing in a market that was not dynamic. The company was confident
that its segmentation was very effective and its share remained stable over
but there were disruptive elements on the business horizon,’ explained Hale. We
can predict the future far more accurately than most industries.’
game-changer vs. something like a ‘little pebble in a pond’. In the pharma
industry this process must be begin years before the launch of a product because
it needs a long lead time. ‘We realized we didn’t have a plan in place for this
game-changer, and we could take a substantial hit,’ said Hale.
strategy in anticipation of the disruptive event. The company needed to do
several things including target opportunistic segments, prepare differential
messaging, create new sales aids, and train the sales force.
it was thinking about, move to a quantitative study, and further, to a
segmentation. Almost a year and half out, the company had develop all of the possible
profiles and what it needed to be concerned about for the final process ‘ and finally
pull all the pieces together.
wanted to understand the different triggers to know why exactly they happen. According
to Hale, Pfizer used the Decision Pathway Process to take the specific pathway created
and find out what physicians are making decisions in a similar way. This allows
for differential messaging to target the trigger points on their decision pathway,
and ultimately, move from triggers to segments.
the patients. Hale said, ‘We got an idea what the market looked like (patient-centered,
low risk, and key opinion leader), then we needed to look at what our segments
looked like to develop a strategy.’
the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at firstname.lastname@example.org. Follow