In the November/December 2015 issue of PharmaVOICE, Rhett Johnson explains that to achieve better value, the health care industry must define what value looks like and measure how effectively it is being produced. To read the article, click here.
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,...