Pharma: Brand planning season starts now!

Published on February 23, 2023

Every year, healthcare companies go through the same procedures developing brand plans for their products.

However, despite the yearly repetition, processes, expectations, and templates are often not quite as aligned as some would think. Based on our survey of 73 brand planning experts across the globe (marketing VPs, marketing directors, brand managers, etc.) we identified five key topics that healthcare companies need to get right for successful, efficient, and effective brand planning.

Five things to get right for successful brand planning

  1. Develop concise brand plans under 40 pages long with a clear story

Many brand plans are almost like novels, going on for an overwhelming 80 pages or more. If you read these plans, you often can’t remember the key messages once you’ve finished because they don’t have a clear story. However, brand plans…

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