Abstract
The North American affiliate of a major, international pharmaceutical firm faced major change from increased market uncertainty with the Affordable Care Act to increasing competition. The case examines how the marketing department utilized the tool of scenario planning to help senior leadership move from short-term tactics to a discussion of future challenges and alternatives. Out of these discussions came future guidelines that enabled the brand teams to search creatively for new growth opportunities.
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Notes
- 1.
These pharmaco-economic trials are often referred to as Phase IV clinicals, as opposed to the FDA-mandated Phase I–III clinicals.
References
Christensen C. How will you measure your life? Harvard Business Review 2010 July–Aug.
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© 2016 Springer International Publishing Switzerland
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O’Brien, B. (2016). Transformation of Brand Planning to Embrace Future Uncertainties: A Pharmaceutical Company’s Voyage. In: Austin, J., Bentkover, J., Chait, L. (eds) Leading Strategic Change in an Era of Healthcare Transformation. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-30776-3_13
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DOI: https://doi.org/10.1007/978-3-319-30776-3_13
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