In this article, Andrew Butcher writes about the importance of stakeholder engagement as effective but high-cost new therapies have potentially damaging financial implications for the healthcare systems expected to fund them. Regrettably, the pharmaceutical industry is often identified as the cause of the problems rather than the key players in solving them.
From spreadsheet to strategy: How leading pharma companies transform annual brand planning into competitive advantage
Insight as your ABP backbone Annual Brand Planning (ABP) should not feel like a reinvention exercise every year, particularly for established brands. Instead,...