PRIME Performance, Rigor and Innovation in Marketing Excellence 2014 Cycle OPU Brand Plan Templates
May 19, 2015
PRIMEPerformance, Rigor and Innovation in Marketing Excellence2014 Cycle OPU Brand Plan Templates
2PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Agenda
Principles for Brand Plan Development
Mandatory Brand Plan Main Part
Mandatory Brand Plan Back-up
Optional Tools-for-Tools
3PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Principles for Brand Plan DevelopmentThere is a Set of Key Questions Guiding Marketing Strategy
Activate Opportuniti
es
Differentiate the Product
Strategy Execution
MarketUnderstand
ing
Strategy Formulation
Vision and Objectives
Note: 1) Only for in-line and mature products
Define our Vision and Objectives
Design theStakeholder
Approach
Understand the Market & Competition
Which activities do we use to activate the opportunities we decided to focus on?
What are the Critical Success Factors?
How do we position our products globally?
How can we differentiate our products from competitors?
What are our objectives for the brand?
How has the brand performed against the objectives and what learning can we extract?1
What is our vision for the brand?
Which physician / patient / other stakeholder behaviors do we need to change?Which physicians, patients, and other stakeholders present the best opportunities? What are their specific drivers and barriers?
What is our market? What major trends are impacting it?
How does our product compare to our competitors’?
How do physicians and patients move through the Decision Process? Which stakeholders influence it?
12
11
4
5
7
8
910
2
3
1
6
4PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Principles for Brand Plan Development
Please adhere to the limit of 50 slides for the main part of your brand plan presentation
You can include 25 more slides for each extra indication for your brand
Back-up should contain no more than 25 slides with relevant information that is not included in the main brand plan but is important
OPU teams are requested to highlight their local input in the Brand Plan with RED color, so that global teams can track which adaptations were made
The yellow call-out boxes on templates are there to indicate and provide guidance for improvements; please do not forget to remove them once you complete your brand plan
All templates were changes have been made or which are new are marked with a sticker
5PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Legend
Principles for Brand Plan DevelopmentResponsibility of Knowledge
Management
Summary
Statement of
Vision &Objecti
ves
Long-Term
Financial Objectives
& Assumptio
ns
Product Performance Review
High-Level Market Insight
Competitor
Benefit Ladders
Benefit Ladder
Competitor
Strategy Analysis
Key Changes
and Deviations
Other Stakehol
der Overview
Decision Process
Leverage Point
Assessment
Market Access
Strategy
Positioning
Statement
Brand Personalit
y and Promise
Key Messages
by Stakehold
er
Opportunity Map
Physician and
Patient Portrait
Drivers and
Barriers
Competitor
Opportunities
&Threats
MAPOR and
Medical One-
Pagers
PRIME Core Templates
Define our Vision and Objectives
Understand the Market
& Competitio
n
Design the Stakeholder Approach
Differentiate
the Product
Activate Opportuni
ties
G O O
O
O
G
O
G
O
G
O
G
O
G
O
G G G
O
G
G
O
O
OPUs cannot change the information provided by GlobalGlobal provides information which needs to be adapted by OPUs to reflect local marketOPUs develop the section of the brand plan
G
O
G
O
G
O
G
O
G
O
G
O
G
O
G
O
PRIME Knowledge Principle
PRIME Knowledge Principle
All global and OPU marketers are accountable for evidence-based KNOWLEDGE of their market and customers
To achieve this marketers together with BA have to leverage existing research and do as much new research as required, reasonable within the limits of their given capacity
All global and OPU marketers are accountable for evidence-based KNOWLEDGE of their market and customers
To achieve this marketers together with BA have to leverage existing research and do as much new research as required, reasonable within the limits of their given capacity
OPU brand teams are supposed to spend ~70% of their time and
effort on Activation Strategy and tactics and the remaining ~30% on the other sections of the brand plan
Critical Success Factors
Execution Plan & Activity
Card
Budget Snapshot
Customer Value Matrix
SWOT
O O Field Force
Resources
OG
O
OG
O
Updated
6PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Agenda
Principles for Brand Plan Development
Mandatory Brand Plan Main Part
Mandatory Brand Plan Back-up
Optional Tools-for-Tools
7PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Disclaimer
2014 Brand Plan Boehringer Ingelheim Confidential: For internal use only
These are forward looking/planning documents. It is not the intention of the authors of this document nor of Boehringer Ingelheim to discuss, strategize, or implement marketing communications which fall beyond the anticipated approved indications for this product. Any current promotional activities must be consistent with approved label and carried out in compliance with all company policies and the applicable laws, regulations and codes.
Any discussion of competitor products is for planning purposes only, and comparisons made in promotion must obtain legal pre-clearance in order to ensure compliance with applicable laws.
Statements of Brand Character, emotional attributes and so forth are aspirational in nature and are not intended to be used in product promotion.
All promotional materials and activities must be reviewed and approved by local MLR (medical, legal, regulatory) representatives prior to distribution.
New
8PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Core Brand Plan TemplatesTable of Contents
Activate Opportuniti
es
Differentiate the Product
Strategy Execution
MarketUnderstand
ing
Strategy Formulation
Note: 1) Only for in-line and mature products
Design theStakeholder
Approach
Understand the Market & Competition
12
11
4
5
7
8
910
6
Define our Vision and Objectives
What are our objectives for the brand?
How has the brand performed against the objectives and what learning can we extract?1
What is our vision for the brand?
2
3
1
Vision and Objectives
Guidance on how to use this template available in “Speaker Notes” section
9PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Recent Performance Highlights
Actual
Budgeted
Performance (vs. prior year)
% %
Annual growth (YTD)
% %
Annual change in market share (MAT)
% %
Provide information on:– Key takeaway from past financial performance– Reasons behind any unexpected outcomes– Performance of large OPUs/regions– BI performance compared to market and/or competitors– Etc.
Key Takeaways from Performance Highlights
Management SummaryWhere Are We?
Numbers Illustrative
45%
Make sure to include key issues with respect to the market, brand and competitors
Ensure to include key challenges with a cross-functional perspective (MAPOR, Medical, Marketing, etc.)
...
Key Challenges
Provide key information on current market situation, developments and trends
Ensure to include a cross-functional perspective (MAPOR, Medical, Marketing, etc.) in the market overview
…
Market Overview
Provide key information on current situation and anticipated key milestones for brand and existing as well as future competitors
Ensure to include a cross-functional perspective (MAPOR, Medical, Marketing, etc.) in the brand & competitor overview
…
Brand & Competitor Overview
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
New
Please specify in the footnote which market
share definition was used for these numbers
Please specify in the footnote which market
share definition was used for these numbers
Note: Market share is defined as: …
10PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Provide information on:– Key takeaway from the timeline– Key assumptions and potential challenges– Etc.
Key Takeaways from Launch Timeline
Management SummaryWhere Are We?
2013 2014 2015 2016
BI
Comp. 1
Comp. 2
LaunchTimeline
Timeline Illustrative
Trial Phase IIIAlign final
scenario with XXX data
2nd Line Launch
Dossier
US 1st LineLaunch
US Launch
EU Launch
Make sure to include key issues with respect to the market, brand and competitors
Ensure to include key challenges with a cross-functional perspective (MAPOR, Medical, Marketing, etc.)
...
Key Challenges
Provide key information on current market situation, developments and trends
Ensure to include a cross-functional perspective (MAPOR, Medical, Marketing, etc.) in the market overview
…
Market Overview
Provide key information on current situation and anticipated key milestones for brand and existing as well as future competitors
Ensure to include a cross-functional perspective (MAPOR, Medical, Marketing, etc.) in the brand & competitor overview
…
Brand & Competitor Overview
This version of the slide is only applicable for pre-launch/launch brands,
as recent performance figures are not available
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
New
11PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Management SummaryWhere Do We Want to Be?
Financial Objectives for the Year
Forecasted Sales Budget (mio. € )
Short-Term
Provide SMART (specific, measurable, attainable, relevant, timely) objectives that will support achieving the product’s vision
Text Text
Provide information on:– Key takeaway from long-term financial objectives– Additional details or forecasts not displayed in the chart– Forecast assumptions and potential challenges to the forecast– Ensure to include key assumptions and key drivers/ barriers of
the forecasts– Etc.
Key TakeawaysNumbers
Illustrative
Brand ObjectivesBehavioral Objectives
Per Stakeholder
78%
Target HCPs Text Text
Target Patients
Text Text
Payors Text Text
Scientific Experts
Text Text
Only Include major behavioral objectives for the most relevant
stakeholders. Limit the number of stakeholders to the 4 most
important ones
The list of stakeholders in this template is illustrative. Please adapt
it to your requirements
Only Include major behavioral objectives for the most relevant
stakeholders. Limit the number of stakeholders to the 4 most
important ones
The list of stakeholders in this template is illustrative. Please adapt
it to your requirements
Mid-/Long-Term
Provide SMART (specific, measurable, attainable, relevant, timely) objectives that will support achieving the product’s vision
Text Text
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
New
12PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Management SummaryHow Do We Get There?
Key Brand Performance Indicators
Text Text Text
List the most important (not all!) activities that relate to the key strategic initiatives
Text Text
List the most important key strategic initiatives that relate to the Critical Success Factors
Text Text
List all or at least the most important Critical Success Factors
Text Text
Provide a high-level overview of key resources
Ensure to include information on Marketing costs, Medical Affairs Costs and FTEs
Text Text
Text Text Text
Please include the most relevant KPIs for your brand in these boxes and the
corresponding target values (if possible)
Please include the most relevant KPIs for your brand in these boxes and the
corresponding target values (if possible)
Key Strategic Initiatives2013
Critical Success Factors 2013
Resource Overview2013
Key Activities 2013
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
New
Ensure all key challenges for the brand stated earlier are addressed
13PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Key Changes from Previous Year
Text Text Text
Vision and ObjectivesKey Changes and Deviations
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
14PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Vision and ObjectivesProduct Performance Review
Net Sales vs. BudgetLast 12 months w/ fx-adj budget (Mio. €, from BI
Product)
Market & BI Net Sales GrowthLast 3 years (%)
Market Share (Volume)Last 12 Months (%)
2011
[Brand][Indication]
Net Sales vs.
BudgetLast 12 Months
(%)
BI vs. Market Growth
Last 12 Months (%)
Numbers Illustrative
[Country]
Guidance on how to use this template available in “Speaker Notes” section
15PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Vision and ObjectivesStatement of Vision and Objectives
What is the
brand’s vision?
Text
What are our brand
objectives?
Short-TermThis Year
Mid-Term1–3 Years
Long-Term>3 Years
Text Text Text
Text Text Text
Text Text Text
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
GG
16PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Vision and ObjectivesLong-Term Financial Objectives
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Market Share Forecast (Value)Next 2 Years (%)
Forecasted Sales BudgetNext 2 Years at Standard FX Rate (Mio. €)
Class Share Forecast (Value)Next 2 Years (%)
Numbers Illustrative
Numbers Illustrative
Numbers Illustrative
Updated
17PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
[Country]
[Brand][Indication]Vision and Objectives
Forecasting Assumptions
Sales Target
Base Case
Forecast:€
X,XXX,XXX
Key Assumptions Prevalence Market development growth Time to peak Product share at peak
Health care access Price development BI launch date Competitor launch date
Potential Upsides¹ ValueProbab
ility
Ability to
influence
Potential Downsides¹
ValueProbab
ility
Ability to
influence
Text€XXX.XXX
Text €
Text € Text €
Text € Text €
Text € Text €
Text € Text €
Total € Total €Low High
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Source: Detailed information on this year’s forecasting available under / at XXX
Mention where more detailed information on the brands
forecast can be found
Mention where more detailed information on the brands
forecast can be found
New
Examples
Note: 1) Potential upsides/downsides need to reflect risks within the base case Guidance on how to use this template available in
“Speaker Notes” section
Please mention the key assumptions and corresponding values of the
forecast for the brand in the below boxes. The current text represents
examples of potential key assumptions.
Please mention the key assumptions and corresponding values of the
forecast for the brand in the below boxes. The current text represents
examples of potential key assumptions.
18PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Define our Vision and Objectives
2
3
1
Vision and Objectives
Core Brand Plan TemplatesTable of Contents
Activate Opportuniti
es
Differentiate the Product
Strategy Execution
Strategy Formulation
Note: 1) Only for in-line and mature products
Design theStakeholder
Approach
12
11
7
8
910
What is our market? What major trends are impacting it?
How does our product compare to our competitors’?
How do physicians and patients move through the Decision Process? Which stakeholders influence it?
4
5
6
MarketUnderstand
ing
Understand the Market & Competition
Guidance on how to use this template available in “Speaker Notes” section
19PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Standard of Care Text Text Text
Other Treatment Options Text Text Text
Text Text Text
Text Text Text
Text Text Text
Market UnderstandingHigh-Level Market Insight (1/2)
[Brand][Indication]
Current Treatment OptionsUnmet Medical Need
EpidemiologyDisease Definition / Overview
[Country]
Guidance on how to use this template available in “Speaker Notes” section
Key Takeaways Text Text Text
20PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Market UnderstandingHigh-Level Market Insight (2/2)
Factors that Increase Patient Numbers
Factors that Decrease Patient Numbers
Prevalence
Text Text Text
Text Text Text
Presentation
Text Text Text
Text Text Text
Diagnosis
Text Text Text
Text Text Text
Treatment
Text Text Text
Text Text Text
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Key Takeaways Text Text Text
21PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Market UnderstandingMAPOR Summary
Low High
Guidance on how to use this template available in “Speaker Notes” section
[Brand][Indication][Country]
Key Takeaways
Text Text Text
Key Events in Market Access Environment
Timing Impact to BI Brand
Ability to Influence Action Plan
Text TextPositive / Negative
Text Text Text
Text TextPositive / Negative
Text Text Text
Text TextPositive / Negative
Text Text Text
Please list key events which could influence key variables for Market Access, i.e.
Units Price Level Time to Reimbursement
Please list key events which could influence key variables for Market Access, i.e.
Units Price Level Time to Reimbursement
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Updated
guidance
22PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Key Medical Trends/ Key Publications
Timing Impact to BI Brand
Ability to Influence Action Plan
Text TextPositive / Negative
Text Text Text
Text TextPositive / Negative
Text Text Text
Text TextPositive / Negative
Text Text Text
Market UnderstandingMedical Summary
Low High
[Brand][Indication]
Key Takeaways
Text Text Text
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23PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Market UnderstandingCompetitor Assessment — Competitor Benefit Ladders
Differentiation
Criteria
BI Product
Competitor
Product I
Competitor
Product II
Competitor
Product III
Emotional Benefits
Text
Text
Functional Benefits
Text
Text
Product Attributes
Text
Text
Product Attributes
Functional Benefits
Emotional /Self-
ExpressiveBenefits
[Brand][Indication]
Relative Weakness
Relative Strength
[Country]
Further guidance on how to use this template available in “Speaker Notes” section
TextTextText
Key Takeaways
BI has relative strength vs. competitorsBI has relative weakness vs. competitors
To update the BI Product and Competitor Products Sections:
Click on Brand Plan Templates Tab
To update the Harvey Balls, in the BI and Competitor Product columns, first select the shape you want to update. Go to the HarveyBalls section and select the desired Harvey Ball type.
Functional and Emotional Benefits listed under Differentiation Criteria need to be relevant and meaningful from your target customers’ perspective (do not just list every product characteristic favorable for BI). Apply and external view – NOT BI internal view.
The Harvey Balls do not reflect an aspired state. It is rather reflecting how our product is perceived by target customers
Updated
Guidance
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24PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Market Understanding Competitor Assessment — Competitor Strategy Analysis
[Brand][Indication]
Assumptions [What are their assumptions about . . .]
– The market?– Their position in the market?– Our position in the market?– Other competitors?
Goals [What are this competitors' goals in this
market space?]– Products?– Solutions?
Capabilities [What do they have at their disposal?]
– Product features– Skills– Capacity– Alliances– Customer relationships
[What don’t they have?]
Current Strategy [What marketing choices have
they made?] [How might they try to evolve?
Why?]
Future Strategy
[How will the competitor’s future strategy evolve?]
[Country]
Guidance on how to use this template available in “Speaker Notes” section
Key Competitor Opportunities / Threats Text Text Text
25PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Market UnderstandingCompetitor Assessment — Competitor Opportunities and Threats
Key Competitor
Opportunities / Threats
Size of Impact Timing
Likelihood to Impact
BI’s Brand
BI’s Ability
to Influen
ce
Mitigating Actions that BI Should Take
Competitor Opportunity/T
hreat 1
Positive / Negative
Short-Term or Long-
Term
Low, Medium,
High
Low, Medium,
High
Text Text Text
Competitor Opportunity/T
hreat 2
Positive / Negative
Short-Term or Long-
Term
Low, Medium,
High
Low, Medium,
High
Text Text Text
Competitor Opportunity/T
hreat 3
Positive / Negative
Short-Term or Long-
Term
Low, Medium,
High
Low, Medium,
High
Text Text Text
[Brand][Indication]
Negligible
2% < 5% < 10% < 20%Likely impact estimated as a
percentage of this year’s expected sales
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26PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
What is our market? What major trends are impacting it?
How does our product compare to our competitors’?
How do physicians and patients move through the Decision Process? Which stakeholders influence it?
4
5
6
MarketUnderstand
ing
Understand the Market & Competition
Define our Vision and Objectives
What are our objectives for the brand?
How has the brand performed against the objectives and what learning can we extract?1
What is our vision for the brand?
2
3
1
Vision and Objectives
Core Brand Plan TemplatesTable of Contents
Activate Opportuniti
es
Differentiate the Product
Strategy Execution
Note: 1) Only for in-line and mature products
Which activities do we use to activate the opportunities we decided to focus on?
What are the Critical Success Factors?
How do we position our products globally?
How can we differentiate our products from competitors?
12
11
910
Strategy Formulation
Which physician / patient / other stakeholder behaviors do we need to change?Which physicians, patients, and other stakeholders present the best opportunities? What are their specific drivers and barriers?
7
8
Design theStakeholder
Approach
Guidance on how to use this template available in “Speaker Notes” section
27PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Design the Stakeholder Approach Decision Process Leverage Point Assessment
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Fulfillment
Brand Choice and Dosage
Treatment Choice
Evaluation and
Diagnosis
Origination
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
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Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Leverage Point
Persistence
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
Text(x%)
B
DC
A
Consider the Decision Process as a “living tool”. Highlight your
source of business and changes to the Decision Process flow
compared to last year and update it regularly to keep track of
changes in the market
Consider the Decision Process as a “living tool”. Highlight your
source of business and changes to the Decision Process flow
compared to last year and update it regularly to keep track of
changes in the market
Updated
Current source of business and key changes vs. prior year Text Text Text
The “Origination” stage of the Decision Process can include a “pre-origination”
stage. E.g. if driving disease awareness is key Leverage Point for your brand you
should highlight this on the first level of the Decision Process
The “Origination” stage of the Decision Process can include a “pre-origination”
stage. E.g. if driving disease awareness is key Leverage Point for your brand you
should highlight this on the first level of the Decision Process
28PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Leverage Point
Current StatusBehavioral Objective
Rationale
Priority
RatingSales
Potential
Required Investment
s and Capabilitie
s
Text Text Text Text Text 1 to 5
Text Text Text Text Text 1 to 5
Text Text Text Text Text 1 to 5
Text Text Text Text Text 1 to 5
Text Text Text Text Text 1 to 5
Design the Stakeholder Approach Decision Process Leverage Point Assessment — Leverage Points
[Brand][Indication]
Low
1 High5
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C
A
B
29PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Stakeholders
Specific Role of stakeholder in the market
Current Mindset Behavioral ObjectiveWhich behavior do we target
Payers Text Text Text
Media Text Text Text
OLs Text Text Text
Key Accounts Text Text Text
Patient Advocacy Groups
Text Text Text
Bloggers Text Text Text
Guideline Bodies
Text Text Text
Design the Stakeholder ApproachOther Stakeholder Overview
Guidance on how to use this template available in “Speaker Notes” section
Do not forget to also mention Key Accounts if they represent an important stakeholder for
you
Do not forget to also mention Key Accounts if they represent an important stakeholder for
you
[Brand][Indication][Country]Updated
guidance
30PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Text Text
Text
Text Text
Text Text Text Text Text
Text
Text
Text
Text
1 2
6 8
3
5
7
4
Design the Stakeholder Approach Opportunity Map - Template
[Brand][Indication]
9
[Country]
31PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Design the Stakeholder Approach Opportunity Map — Patient and Physician Portrait
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Purchase and Usage Environment
Desired ExperienceProduct Service Beliefs and
Associations Text Text Text
Purchase and Usage Behavior Text
Summary of Patient Portrait Text
32PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Design the Stakeholder Approach Opportunity Map — Drivers and Barriers
Opportunity
Drivers Barriers Implications for BI
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
1
2
3
4
…
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
33PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Design the Stakeholder Approach Opportunity Map — Opportunity Prioritization Template
Opportunity
Business
ImpactRationale Prioritization
High, Medium or
Low Text 1 to 5
High, Medium or
Low Text 1 to 5
High, Medium or
Low Text 1 to 5
High, Medium or
Low Text 1 to 5
High, Medium or
Low Text 1 to 5
High, Medium or
Low Text 1 to 5
High, Medium or
Low Text 1 to 5
1
2
3
4
…
…
…
[Brand][Indication]
Low
1 High5
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34PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Text Text
Text
Text Text
Text Text Text Text Text
Text
Text
Text
Text
Text Text
Text
Text Text
Text
TextTextText
Design the Stakeholder Approach Opportunity Map — Opportunity Prioritization Template
[Brand][Indication][Country]
35PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
7
8
Design theStakeholder
Approach
4
5
6
MarketUnderstand
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Understand the Market & Competition
Define our Vision and Objectives
2
3
1
Vision and Objectives
Core Brand Plan TemplatesTable of Contents
Activate Opportuniti
es
Strategy Execution
Note: 1) Only for in-line and mature products
12
11
Strategy Formulation
Differentiate the Product 1
0
9
How do we position our products globally?
How can we differentiate our products from competitors?
Guidance on how to use this template available in “Speaker Notes” section
36PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Differentiate the ProductRationale for Pricing and Market Access Strategy
[Brand][Indication]
Guidance on how to use this template available in “Speaker Notes” section
[Country]
MAPOR Objective for [Insert Brand Name]
Text Text Text Cover pricing objective, rationale, price strategy guidance, key country target prices, floor price etc.
Actions for [Insert Brand Name]
Text Text Text Cover pricing objective, rationale, price strategy guidance, key country target prices, floor price etc.
The focus for New Brands is on “Optimal Access”, i.e. to optimize the variables: price,
time to reimbursement and units
The focus for Established Products is on “Retaining Access”, i.e. retain reasonable /
targeted price and unit level
Please indicate at which category each actions aims. E.g. Actions 1 and 2 aim at
optimizing the price and Action 3 at time to reimbursement
The focus for New Brands is on “Optimal Access”, i.e. to optimize the variables: price,
time to reimbursement and units
The focus for Established Products is on “Retaining Access”, i.e. retain reasonable /
targeted price and unit level
Please indicate at which category each actions aims. E.g. Actions 1 and 2 aim at
optimizing the price and Action 3 at time to reimbursement
MAPOR Objectives need to be aligned with Brand Objectives
MAPOR Objectives need to be aligned with Brand Objectives
Please describe the Market Access Strategy for the BI Product below
Updated
37PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Differentiate the ProductBenefit Ladder
Differentiation Criteria
BI Product
Competitor
Product I
Competitor
Product II
Competitor
Product III
Potential Activities to Achieve or Sustain Competitive Advantage
Emotional Benefits Emotional Benefits
Text Text Text
Text Text Text
Functional Benefits Functional Benefits
Text Text Text
Text Text Text
Product Attributes Product Attributes
Text Text Text
Text Text Text
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Relative Weakness
Relative Strength
BI has relative strength vs. competitorsBI has relative weakness vs. competitors
To update the BI Product and Competitor Products Sections:
Click on Brand Plan Templates Tab
To update the Harvey Balls, in the BI and Competitor Product columns, first select the shape you want to update. Go to the HarveyBalls section and select the desired Harvey Ball type.
Functional and Emotional Benefits listed under Differentiation Criteria need to be relevant and meaningful from your target customers’ perspective (do not just list every product characteristic favorable for BI). Apply and external view – NOT BI internal view.
The Harvey Balls do not reflect an aspired state. It is rather reflecting how our product is perceived by target customers
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Guidance
38PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Differentiate the ProductFormat 1 Positioning Statement
[Insert Brand Name] Positioning
(premise)…
(promise)…
(proof)…
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
GG
39PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Differentiate the ProductFormat 2 Positioning Statement
[Insert Brand Name] Positioning
For… (Target customers)
Why… (Problem statement)
The… (Product / service)
Is a… (Description)
That… (Sources of value)
Unlike… (Competition)
It… (Primary differentiators)
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
GG
40PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Differentiate the ProductBrand Personality and Promise
Brand Personality
Text Text Text
Brand Promise Text Text Text
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
GG
41PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Differentiate the ProductKey Messages by Stakeholder
Stakeholder Key Messages
Physicians — GPs
Text Text
Physicians — Specialists
Text Text
Patients Text Text
Payers Text Text
Traditional Media
Text Text
Social Media Text Text
OLs Text Text
… Text Text
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
42PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
7
8
Design theStakeholder
ApproachStrategy
FormulationDifferentiate the Product 1
0
9
4
5
6
MarketUnderstand
ing
Understand the Market & Competition
Define our Vision and Objectives
2
3
1
Vision and Objectives
Core Brand Plan TemplatesTable of Contents
Note: 1) Only for in-line and mature products
Activate Opportuniti
es
Strategy Execution 1
2
11 Which activities do we use to activate the opportunities we
decided to focus on?
What are the Critical Success Factors?
Guidance on how to use this template available in “Speaker Notes” section
43PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Activate OpportunitiesSWOT Analysis
[Brand][Indication]
Text Text Text
Text Text Text
Text Text Text
Text Text Text
ThreatsOpportunities
WeaknessesStrengths
[Country]
Guidance on how to use this template available in “Speaker Notes” section
Updated
guidance
SWOT within PRIME and OPTIMA need to be identical
SWOT within PRIME and OPTIMA need to be identical
44PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Activate Opportunities Cross-functional Execution Plan
Critical Success Factor
Target Audience
Key Strategic Initiative
Behavioral Objective
ActivityFull
Cost of Activity
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
Text Text Text
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Do not forget to also mention Key Accounts if they represent an important stakeholder for
you and you have specific activities dedicated to them.
Expand the Cross-functional Execution Plan table as needed
Do not forget to also mention Key Accounts if they represent an important stakeholder for
you and you have specific activities dedicated to them.
Expand the Cross-functional Execution Plan table as needed
Please specify which CVM Segments within your prioritized Opportunity Map Segment
you target
Please specify which CVM Segments within your prioritized Opportunity Map Segment
you target
Updated
Please specify which CVM Segments within your prioritized Opportunity Map Segment
you target with each activity
Please specify which CVM Segments within your prioritized Opportunity Map Segment
you target with each activity
45PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Activate OpportunitiesBudget Snapshot
[Brand][Indication]
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Media / PR # Meetings #Sponsorshi
ps#
Market Research
#Miscellaneo
us#
Content for Press ReleasesJournal Publications
CongressesInternational Societies
Primary Market Research
Promotion Materials
Disease Awareness Campaigns
Symposia Donation ProgramSecondary Data Providers
Consultancy Support
Social Media Advisory Board UniversitiesSecondary Purchased Orders
Advertising
On-label Reprints Face 2 FaceField Force Promotion
Brochures Stand Alone Training
Educational Materials
Workshops
Internet / WebsitesM&S + Medical Conference
Active media outreach (interviews)
Total Total Total Total Total
46PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Activate Opportunities Customer Value Matrix (OPUs only)
Key Takeaways
Text Text Text
[Brand][Indication][Country]
Intimacy
Potential
Data 1 2 3 4 5 6 7 8 9 10
10
A: # of targetsB: FrequencyC: # of detailsD: #of FTEs / RepsE: 1st / 2nd detail
A: A: A:
9 B: B: B:
8 C: C: C:
7 D: D: D:
6 E: E: E:
5
4
3
2 A: C: E: A: C: E:
1 B: D: B: D:
Summary
Data # of targets # of details#of FTEs / Reps
Total
Legend:
Gain
Build
Defend
Maintain
Observe
New
Please provide separate 10x10 Customer Value Matrixes for the two leading physician
segments, derived from your Opportunity Map Prioritization (e.g. GPs and leading
specialties)
Please provide separate 10x10 Customer Value Matrixes for the two leading physician
segments, derived from your Opportunity Map Prioritization (e.g. GPs and leading
specialties)
Please do not show all the details for every cell, but please list the
requested data A-E, as described in the data column, for all 5 CVM
segments
Please do not show all the details for every cell, but please list the
requested data A-E, as described in the data column, for all 5 CVM
segments
47PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Activate Opportunities Field Force Resources
(in FTEs)2012 2013
BICompetit
or 1Competit
or 2Competit
or 3BI
Competitor 1
Competitor 2
Competitor 3
Field Force Reps
GPs
Specialists
Brand Management
Medical Affairs
Payor Field Force
Scientific/OL Field Force
TOTAL
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
48PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Agenda
Principles for Brand Plan Development
Mandatory Brand Plan Main Part
Mandatory Brand Plan Back-up
Optional Tools-for-Tools
49PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Mandatory Brand Plan Back-upOverview
4 “Tools-for-Tools have been included in the Mandatory Brand Plan Back-up to support various sections of the brand plan
Highlight the important product
events and timelines of competitors
Anticipated Milestones
Competitor Assessment
Identify future customer insight areas
and develop action plans to generate
those insights
Gap Assessment
and Action Plan
Self-Evaluati
on
Activity Card
Summarizes all the information
specific to a chosen activityActivity cards are mandatory
for all key activities of a
brand
Cross-Function
al Execution
Plan
OPTIMA Clinical Trial
Plan
Differentiate the Product
Depicts the most relevant clinical studies for the brand
Updated
50PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Guidance on how to use this template available in “Speaker Notes” section
Mandatory Brand Plan Back-up Competitor Assessment — Anticipated Milestones
[Brand][Indication][Country]
yyyy yyyy yyyy yyyy
Substance G
Substance H
Substance I
Substance J
Substance A
Substance B
This template exists in Medical Affairs Plan (as part of OPTIMA methodology which is
aligned with PRIME); it can be retrieved from Medical Affairs and should be directly
integrated into the brand plan by copying & pasting the medical template
This template exists in Medical Affairs Plan (as part of OPTIMA methodology which is
aligned with PRIME); it can be retrieved from Medical Affairs and should be directly
integrated into the brand plan by copying & pasting the medical template
51PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Mandatory Brand Plan Back-upDifferentiate the Product - Clinical Trial Plan
Please enter the Clinical Trial Plan for the BI Product below
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
PhaseCTMS trial
number
Description / rationale / scientific objective supported
# of patien
ts
Participating
OPUsStart date
Est. manuscri
pt completio
n
TCM
Financier (national / internation
al)
External Costs in K€
Clinical studies plan not applicable due to
This template also exists in Medical Affairs Plan (as part of OPTIMA methodology which is aligned with PRIME); it will be provided by
Medical Affairs and should be directly integrated into the brand plan by copying &
pasting the medical template
This template also exists in Medical Affairs Plan (as part of OPTIMA methodology which is aligned with PRIME); it will be provided by
Medical Affairs and should be directly integrated into the brand plan by copying &
pasting the medical template
52PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Activity Name Leverag
e Points
Costs / Resources
CSF
Target Audience
Behavioral
Objectives
Channel
Detailed Description of Activity
Drivers
Barriers
KPIs Start End Responsible
Mandatory Brand Plan Back-up Activate Opportunities - Activity Card
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Updated
OPUs need to include activity cards for all key
activities
OPUs need to include activity cards for all key
activities
Do not forget to also do Activity Cards for your Key Accounts activities if they represent
an important stakeholder for you and you have specific activities dedicated to them
Do not forget to also do Activity Cards for your Key Accounts activities if they represent
an important stakeholder for you and you have specific activities dedicated to them
Please specify which CVM Segments within your prioritized Opportunity Segment you target
Please specify which CVM Segments within your prioritized Opportunity Segment you target
53PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Mandatory Brand Plan Back-up Self-Evaluation - Gap Assessment and Action Plan
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
I wish I knew… How will I learn it? Until when?
At what point in the decision process are we losing customers?
Qualitative research (n=10) Sales force interviews
End of Q4 2012
Doctors tell me they don’t see a need for our product. I want to understand, what is the real barrier against the usage of our product?
10 in-depth interviews End of Q1 2013
Text Text DD/MM/YYYY
Text Text DD/MM/YYYY
Text Text DD/MM/YYYY
Text Text DD/MM/YYYY
Text Text DD/MM/YYYY
54PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Agenda
Principles for Brand Plan Development
Mandatory Brand Plan Main Part
Mandatory Brand Plan Back-up
Optional Tools-for-Tools
55PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Optional Tools-for –ToolsOverview (1/2)
4 additional templates are “tools-for-tools” that facilitate filling out the competitor Benefit Ladders. They are not mandatory
Competitor Benefit Ladders
Highlight and compare different treatment options
BI Product Analysis
Analyze the emotional
perception of products
Competitor Perception
Map
Portray relationship between product features and
motivations for buying
Benefit Ladder
Illustrative
Product Profile
Analysis
Compare the product attributes of available
treatment options
Updated
56PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix BI Product Analysis
BI Product Attributes Link to Unmet Needs
Attribute 1
… … …
Attribute 2
… … …
Attribute 3
… … …
…
… … …
Guidance on how to use this template available in “Speaker Notes” section
[Brand][Indication][Country]
57PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix Product Profile Analysis
Differentiators
BI Product Product 2 Product 3 Product 5
Attribute 1
Attribute 2
Attribute 3
Attribute 4
Attribute 5
Inferior On par Superior
Guidance on how to use this template available in “Speaker Notes” section
[Brand][Indication][Country]
58PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix Competitor Perception Map
BI product Competitor product 1 Competitor product 2
Target Product
Emotional Attributes
Very Low Low Medium High Very High
Emotional Attribute 1
Emotional Attribute 2
Emotional Attribute 3
Emotional Attribute 4
…
Guidance on how to use this template available in “Speaker Notes” section
[Brand][Indication][Country]
59PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix Benefit Ladder
BI ProductCompetitor Product I
Competitor Product II
Benefit 1 Benefit 2 Benefit 3
Benefit 1 Benefit 2 Benefit 3
Benefit 1 Benefit 2 Benefit 3
… … …
… … …
… … …
… … …
… … …
… … …
Product Attribut
es
Functional Benefits
Emotional Benefits
Guidance on how to use this template available in “Speaker Notes” section
[Brand][Indication][Country]
60PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Optional Tools-for –ToolsOverview (2/2)5 additional templates are “tools-for-tools” that facilitate filling
out the Execution Plan and the Key Message by Stakeholder. They are not mandatory
Define choice of messages
for key stakeholders
Activation Grid
KeyMessages
byStakeholde
r
IllustrativeTools-for-
tools for the Cross-
Functional Execution
Plan
Illustrative
Customer Channel Usage
New tool: Identify preferred channels of
target segmentsTrade-off Analysis
New tool: Prioritizes among the activities that are preferred from a
customer perspective
Integrated Activation Strategy
New tool: Align prioritized activities with CSFs and ensures
an integrated execution
Indentify the most critical success factors
for your brand
Prioritization Matrix & CSFs
Updated
61PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix Prioritization Matrix & CSFs
[Brand][Indication]
Low
1 High5
Strengths, Weaknesses, Threats and Opportunities
Potential Impact to
Brand
BI’s Ability to Influence
1 One 1 5
2 Two 2 4
3 Three 3 3
4 Four 4 2
5 Five 5 1
6 Six 1 1
7 Seven 2 2
8 Eight 5 3
9 Nine 4 4
10 Ten 5 5
11 Eleven 1 3
12 Twelve 3 4
13 Thirteen 3 5
1
2
3
4
56
7
8
9
10
11
12
13
0
1
2
3
4
5
0 1 2 3 4 5
Ability to Influence
Potential ImpactCritical Success Factors
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[Country]
62PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix Customer Channel Usage
Preferred Channels / Interactions
Target Segments
Sales Force
Congress
Public Relatio
ns
Journals
Advertise-
ments
Internet
Peer to Peer CME Social
Media . . .
Target Segment A
Target Segment B
Target Segment C
…
Illustrative Example
% Physicians who indicated this source of information as importantlow medium high
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
The given list of channels is not meant
to be exhaustive
The given list of channels is not meant
to be exhaustive
Channel usage should be assessed for each
target segment separately
Channel usage should be assessed for each
target segment separately
New
63PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix Activities Prioritization per Target Segment
Less attractiveL Medium attractiveM Highly attractiveH
Target Segment A
Value-Adding ActivityEffectiveness
Cost RankReach
Exposure
Response
[Brand][Indication][Country]
Guidance on how to use this template available in “Speaker Notes” section
Activities should be prioritized for each
target segment separately
Activities should be prioritized for each
target segment separately
Include all activities that have been identified as
value-adding for the customer
Include all activities that have been identified as
value-adding for the customer
New
64PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
[Brand][Indication][Country]
Tools–for-Tools Appendix Integrated Activation Strategy
Target Segment A - 2014
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecActivity
Activity
Activity
Activity
Activity
Roundtable
Symposium XYZ
Journal XYZ
Samples
E-Detailing
Journals
Sales Force
Peer to Peer
Congress
Internet
Illustrative Example
Guidance on how to use this template available in “Speaker Notes” section
There should be an Integrated Activation
Strategy for each Target Segment
There should be an Integrated Activation
Strategy for each Target Segment
The list should include every activity for each Critical Success Factor
The list should include every activity for each Critical Success Factor
Channel Overview:
New
65PRIME — Performance, Rigor and Innovation in Marketing Excellence: OPU Brand Plan Templates
Tools–for-Tools Appendix Activation Grid
Opportunity # Proposed Key Messages
Behavioral Objective
Drivers and Barriers 1 2 3 4
Behavioral Objective X
Drivers
A
B
C
D
E
Barriers
F
G
H
I
J
Guidance on how to use this template available in “Speaker Notes” section
[Brand][Indication][Country]