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Decisions Launched by GalbraithWight for Cutting Edge Business & Brand Plans

DecisionsTM, a new healthcare business and brand planning process launched today by GalbraithWight, follows over 20 years experience developing and leading planning for global, regional and country teams.

A review of planning processes used major companies highlighted several drawbacks. Many company processes lack:

 

  • Alignment with the long term strategic brand vision
  • Market Access requirements in the plan - usually either totally absent, or a 'bolt on' after the fact
  • Alignment of tactics with strategy
This means that individual investments in business or marketing programmes cannot be tracked back to the original business opportunity.

GalbraithWight identified other common planning problems with existing planning processes in the development of Decisions, including:
  • Internal rather than external focus
  • Treating planning as an exercise in filling in a template rather than maximising hte quality of hte thinking going into the plan
  • Lack of support for the executive responsible for filling in the templates
  • 'Data heavy' but 'conclusions poor' plans
Colin Wight, Chief Executive of GalbraithWight said "Unlike any other planning process, DecisionsTM puts Market Access at the heart of all business and brand planning, throughout hte brand life cycle. In addition, Decisions helps build strategic life cycle managmeent plans, starting at early phase research right through to loss of exclusivity and beyond. DecisionsTM contains many features, and will be updated annually as we continue to innovate and create even mroe value for our customers in the process."

Gary Hendler, Commercial Director for Eisai Europe commented "Eisai has adopted Decisions and rolled it out across our EUropean brand teams and affiliate marketing teams. We called it Kyodo, which means 'collaboration' in Japanese. The tool was adapted for Eisai's specific needs. GalbraithWight helped us with every step to make sure we really got the best out of the new process. A senior GalbraithWight consultant provided individual coaching where needed. This investment in our teams helped us develop even better collaboration between global, Europe and affiliate functions, and provided all required support for our affiliates. I've already seen tremendous improvements in the quality of our plans as a result, particularly for pipeline brands."

DecisionsTM 2010 is available now from GalbraithWight.

For more details or to discuss how DecisionsTM can help you meet your business and brand planning needs please contact
Colin Wight on +447889 413075 (c.wight@galbraithwight.com)
Or Georgie Gooseman on +441323 482 208 (g.gooseman@galbraithwight.com)

 

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