Case Study 1: Marketing Capabilities

A top-ten, multi-billion dollar biopharmaceutical company with a product pipeline widely considered among the most promising in oncology, immunology and virology therapeutic areas worked with Cutting Edge Information to assess its commercialization capabilities. This engagement required a review of the many interlocking functions that support product financial success.

Cutting Edge Information studied multiple components of the company’s marketing function, including:

• Assets (brands) Management
• Thought Leader Development and Activity Tracking
• Market Research Responsibilities and Decision-Making Influence
• Publications’ Impact and Authority
• Product Advertising and Promotions
• Public Relations and Advocacy Initiatives
• Post-Launch Studies

A study of multiple components of the company’s marketing function.

Benchmarks are compared.

As products in this pipeline moved to launch, the company wanted to gauge its marketing efforts against industry benchmarks. The company was particularly focused on measuring financial and personnel allocations against competitors’ – especially those firms that excel in product launch marketing.

A guide is created.

After analyzing these functions and comparing them to the operations of six competitors, Cutting Edge Information’s researchers developed a product commercialization guide to help launch two of the client’s upcoming brands.

CEI Delivers…

Cutting Edge Information’s marketing assessment included profiles that specifically addressed how spending, staffing and strategic decision making overcame specific brand challenges. The research provided real context for the findings which enabled the client company to rapidly make educated commercialization decisions and understand how their marketing operations aligned with competitors.