Showcase 5: Management of Strategic Marketing Planning Process, globally

Strategic marketing plans throughout the whole therapeutic area need to be created on an annual basis to be supplied globally to the local operating units (country operations). As of 2 months after the central plan is delivered, meetings were conducted with the European organizations to obtain feedback and to align the core activities throughout the 3 years planning period.

This annual activity had to be organized and conducted by

• establishing modes of communication throught the global organization
• establishing the project plan and agreeing on timelines
• organizing the review process
• organizing the production of the final document
• organization of conduct of 7 review meetings with the respective teams ("country consultations")
• organization of the follow-up activities after the 'country consultations"

The process was conducted successfully throughout 3 years as an additional activity to a line function.

Scope : 1 therapeutic area, major pharmaceutical company, global activity

Location : Europe; 5 core countries, 3 regions (East, North, South)

Situation : administrative, managerial activity next to a line function

Timelines :

• 6 months/year

Tactics :

• Planning of actions and timelines
• Development and distribution of central marketing plans
• Organization and conduct of country meetings

Measures of Success :

• Delivery of plans on time
• Preparation of executive summary over whole therapeutic area on time
• Attendance of all central functions at country/regional meetings
• High level of common activities between country operations and head quarter (share of co-payments)
• High number of central projects to support local activities