Launching your product or advertising campaign in the right markets at the right times is one of the keys to a brand’s success. A laser focus on prioritized markets is not only important for new launch brands, but also for established business interested in prioritizing DTC or HCP focused efforts, managed care initiatives as well as general sales planning needs.
To properly prioritize markets, many factors need to be considered, such as:
- Market Opportunity
- Density of HCP’s and Patients
- Affordability (patient)
- Trends in the OTC market (if applicable)
- Brand Support Costs
- Other Brand or Category Specific Factors
To make this process manageable, M2 has developed a turn-key, interactive model that incorporates all important business drivers to help pharma manufacturers easily prioritize markets based on key factors. The model greatly simplifies the analysis needed to support annual planning and provides a tool that can be leveraged on a daily basis for many functional decisions. In addition, the factors and the weightings in the model can be adjusted, allowing manufacturers to work through multiple “what if” analyses to aid in their planning processes.
