Abstract
This benchmark research study assessed Marketing Staffing and Activity versus
growth and margin rates across three segments - Branded Bio-Pharma Rx
Products, Medical Devices, and Generic Products. The benchmarks developed by
this assessment are prepared to aid marketing organizations with direction for
strategic and tactical marketing activities to support their product
portfolios in optimizing growth and profitability rates. The study engaged
more than 60 marketing leaders in field research, probing critical marketing
productivity factors.
Among the questions that this research addressed are the following:
- What staffing and productivity levels exist across healthcare business
models?
- What growth and profit margin levels characterize high performance?
- What strategic marketing activities are most important and consume the
greatest resources?
Performance metrics enable executives to perform gap analyses and identify
areas needing improvement. Metrics are an important complement to the
qualitative best practices included in this report. Best Practices, LLC
collected and analyzed the following key metrics:
- Number of Products Supported per Tactical Marketing FTE (Branded and
Medical Devices)
- Number of Strategic Marketing FTEs per $100 Million (Branded and Medical
Devices)
- Time & Activity Benchmarks for Strategic Marketing Staff (Branded and
Medical Devices)
- Strategic Marketing Staff Benchmarks Across Key Activities (Branded and
Medical Devices)
- Tactical Marketing Staff Benchmarks Across Key Activities (Branded and
Medical Devices)
INDUSTRIES PROFILED
Health Care; Pharmaceutical; Biotechnology; Chemical; Technology; Manufacturing
COMPANIES PROFILED
Abbott; Pharmacopeia; American Regent; Cardinal Health; BARD; PDL; BD;
LifeScan; Intas; Jazz Pharmaceuticals; Hospira; Medrad; Luitpold; Pfizer; MSD;
Medtronic; Nupathe; Baxter Healthcare; Response; Stryker; Teun; Roche; YM
Biosciences; Respironics; Johnson & Johnson; Sanofi-Aventis; Amylin; Smiths
Medical; Merck Serono; Solvay Pharmaceuticals; Covidien; Talecris; Novartis;
Theravance; Alcon; Watson Pharmaceuticals; Emcure; Aton Pharma; Genzyme; Amgen
STUDY SNAPSHOT
Sixty marketing executives representing either full-company or unique business
unit perspectives participated in the field research representing forty-five
bio-pharmaceutical, medical device and generic companies.
KEY FINDINGS
Marketing improvement opportunities reside along four fronts & opportunity
type varies across different business units:
- Structure: No one structure is ideal across all businesses, each
organization must identify their unique situation and properly align structure
to optimize resource allocation while allowing their flexibility to meet with
opportunities and challenges as they arise.
- Staffing: Businesses should continually review staffing alignment with
business objectives to ensure that brands are properly resourced within the
scope of the portfolio to optimize revenue growth and profit margins.
- Marketing Activity: Each business unit has opportunities to shift and
optimize marketing activities over time and to optimize portfolio growth rates
throughout the product lifecycle.
- Growth & Margin Rate: Given the vast disparity between high- and
low-growth and margin products, each organization must understand its unique
situation and focus resources to align with proper business objectives.
Marketing staffing and activity optimization can help enhance growth rates -
and in the right situations, margin rates as well.
Table of Contents
RESEARCH OBJECTIVES
- Research Objectives and Priorities
- Multiple Dimensions of Marketing Productivity
FIELD RESEARCH OVERVIEW
- Biopharma Marketing Leaders
- Representative Benchmark Participant Titles
KEY INSIGHTS, FINDINGS & OBSERVATIONS
- Marketing Models Evolve to Reflect Business Model
- Sales Growth Rates Reflect Product Type
- Gross Margins Highest for Patented & Branded Products
- Strategic Marketing FTEs per $100 Million Sales
- Tactical Marketing FTEs per $100 Million Sales
- Product Coverage per Strategic Marketing Staffer
- Product Coverage per Tactical Marketing Staffer
- Marketing Optimization Insights
MARKETING EXCELLENCE
- Benchmarks Reflect Three Business Models
- Branded Rx Participants Reflect Specialty Products
- Medical Device Participants Reflect Specialty Products
- Branded Rx Participants Serve Many Non-Institutional Customers
- Medical Device Participants Serve Many Institutional Customers
- Geographic Market Scope among Branded Rx Teams
- Geographic Market Scope among Generic Teams
- Geographic Market Scope among Medical Device Teams
BRANDED Rx PRODUCTS
- Branded Rx Product Leaders
- Branded Strategic Marketers
- Branded Tactical Marketers
- Branded Revenue Levels
- Branded Products Growth
- Branded Product Profit Margins
- Branded Strategic Marketing FTEs per $100 Million Revenue
- Branded Tactical Marketing FTEs per $100 Million Revenue
- Driving Growth & Margin with Strategic Marketing Staff
- Driving Growth & Margin with Tactical Marketing Staff
- Strategic Activity
- Tactical Activity
- Marketing Activities - Branded Strategic FTEs
- Marketing Activities - Branded Tactical FTEs
- Marketing Activities - Branded Overview FTEs
MEDICAL DEVICES
- Medical Device Leaders
- Medical Device Strategic Marketing
- Medical Device Tactical Marketing
- Medical Device Revenue Levels
- Medical Device Portfolio Growth
- Medical Device Profit Margins
- Medical Device Strategic Marketing Staffing
- Medical Device Tactical Marketing Staffing
- Driving Growth & Margin through Strategy
- Driving Growth & Margin through Tactics
- Strategic Activity
- Tactical Activity
- Strategic FTEs
- Tactical FTEs
- Consolidated Strategic & Tactical FTEs
ABOUT BEST PRACTICES, LLC
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