ABSTRACT
The gloomy picture for the future of traditional pharmaceuticals, however, is being made brighter due to an emerging environment of new approaches to both analyze disease marketplaces and develop effective marketing strategies within them. The Brand Plan team is assembled to guide the compound through the development process toward the launch of the product—a complicated endeavor involving numerous milestones and a large investment of human/financial resources. Brand positioning helps establishing a series of product strategies created to leverage the collective knowledge of the disease market and effectively use resources to increase the uptake of the New Chemical Entity (NCE). The early commercial assessment of the NCE often dictates the brand’s initial marketing budget, from which a Marketer/Brand manager can actually develop and execute a strategic plan for the compound. Brand Plan development and its NCE forecast component are designed to leverage knowledge from a cross-functional team, and in a certain sense they do.
