Pharma Benchmarking Services:
Marketing, Sales, & Reimbursement Support
Commercial Research CI Deliverables:
A High-Level View
Our commercial research competitive intelligence deliverables include a thorough analysis spanning four key components:
- Sales and Marketing Organization
Includes organizational chart depicting structure, including full time equivalent employees and resourcing by asset and activity. Can include MSLs, Reimbursement Support, Nurse Educators and other field positions. - Sales Priority/Call Position
Establishes the sales priority and/or call position per field force line or unit.
- HCP and HCP Office Effectiveness Feedback
Feedback on the effectiveness of company in target market in terms of marketing, sales and reimbursement support activities. - Pending Changes
Includes feedback on any pending changes to company structure or resourcing.
Pharma Commercial Research Services:
Breaking it Down
Within the above framework, Pennside’s ongoing competitive surveillance service monitors the following areas along with additional key intelligence topics and questions developed jointly with you, our client:
Product Messaging & Positioning
An analysis of competitor branded and/or non-branded current and potential counter-messaging vs. client
Sales Priority / Call Position
Analysis of sales priority and/or call position per field force line/unit
Sales & Marketing Structure
Development and analysis of competitor sales & marketing organizational structure for each company of interest, including full time equivalents
Promotional Activities
Analysis of key promotional activities surrounding key competitor’s products
Regulatory Issues & Event
Key regulatory issues and forecast of events
Investor “Messaging”
Identification & analysis of key messaging targeted directly toward investors
Key Event Forecasting
A forecast of key events projected to occur for all conditions
Qualitative Analysis / Key Opinion Leader Feedback
A qualitative analysis and KOL feedback on the effectiveness of marketing and sales activities in target market
Analyzing Targeted Pharmaceutical Companies:
Field Force, MSL, & HEOR Analysis
Pennside’s research focuses on three key distinct areas within each of the target companies:
Field Force Analysis
Our field force analysis focuses on the targeted companies’ size, structure, and deployment strategy. It addresses issues such as pharma sales force types and headcounts, organizational structure, number of full time equivalents in field management and sales force, anticipated future changes, insights on call objectives and key tactics, motivational and compensation levels, and overall knowledge of the current and emerging competitive environment.
Medial Science Liaison Analysis
This analysis focuses on the targeted companies’ MSL size, structure and support capabilities. It includes development of organizational charts with full time equivalents, an analysis of product support priorities, interactions with field force and marketing, and overall resourcing levels.
Health Economics and Outcomes Research Analysis
Our HEOR analysis focuses on the targeted pharma companies’ programs, structure, and support systems. It identifies the reporting relationships within each organization, the interactions with clinical development and marketing, and key field activities and resourcing.
Your Competitive Intelligence Advantage
Let our team of seasoned pharmaceutical industry experts help you gain the most from your benchmarking study by providing key insights, identifying implications, and proposing a strategic approach for your management team complete with an action list and detailed recommendations.
Interested? To learn more about our marketing, sales and reimbursement benchmarking services for the pharma and biotech industries, contact Pennside at our US or EU offices.
