How Do Medical Affairs and Regulatory Affairs Professionals Co-Create The Regulatory Strategy From The Beginning?
New ways clinical trials and real-world studies will be conducted…
In this short article we will explore how to successfully develop a global marketing strategy and marketing outputs that are both global and aligned with the local market needs.
To achieve that we should realise that the role of the global strategic marketing team is to support, not dictate, the markets, and help them maximise the local value by leveraging the collective wisdom of the organisation.
In many organisations the marketing strategy, materials, tools and tactics (herein referred to as the marketing outputs) are developed centrally by a global strategic marketing team and then shared with the markets/regions for implementation and execution.
In many cases the local marketing teams who receive these global marketing outputs:
This unfortunate misalignment results in significant effort duplication, waste of resources, frustration, lack of coherent strategy and suboptimal commercial results. To address these issues, we need to reconsider the way in which we develop the global marketing outputs and acknowledge the value of global/local co-creation.
The concept of co-creation helps to ensure that the key global outputs are developed in collaboration with the customer, in our case the major markets. The shift to co-creation of the global marketing outputs could secure three key success factors:
In order to secure the shift to co-creation, we should consider three key steps:
As these three key steps are imperative to a successful shift to co-creation, let us further detail them:
After successfully shifting to co-creation, the next step is to secure implementation, adequate resourcing and the ability to incorporate feedback; this is done by applying the wave cycle process. The establishment of the wave cycle process is a way to agree with the key markets on:
The wave cycle process should be designed and agreed upon in collaboration with the key markets and the release of the global marketing output should be divided into several waves (2 to 3 waves). Each wave should be aligned to the key sales force cycle meetings of the major markets and the key global congresses in the relevant indication where the relevant clinical data is being shared.
The idea is to secure that the scheduling of the waves allows for the localisation of the global output ahead of the cycle meetings, so that the data from the key global congresses about the relevant indications could be leveraged by the commercial sales force (and medical teams*) as soon as practical.
The wave cycle process also allows for a feedback loop, where within a short span of time, following the global marketing output wave, relevant feedback and required adaptation could be incorporated in future waves based on local market input.
The introduction of KPIs to measure the impact, use and implementation of the global marketing output and marketing channels, enables us to prioritise channels that deliver high engagement, eliminate channels that are not effective and generate new channels based on local success.
The wave cycle process supports:
The wave cycle process together with the co-creation of the global marketing outputs can contribute significantly to the commercial success of the brand by having a clear focus on the right channels, strategy and tactics. All based on market input and a robust just in time feedback loop that allows continues improvement of the global marketing outputs, to position the brand ahead of competition and on the path to success.
For a higher impact of the co-creation concept and the wave cycle process on the global-local collaboration and business success, it is recommended to use a similar approach for the development of medical materials and secure alignment of the medical and commercial strategy. More on this and the importance of commercial medical collaboration in another article.
Yariv HEFEZ, Vice President Global Head Oncology Marketed Products, Merck