What are the essential components of a scientific marketing brand plan in pharma, medical devices, and diagnostics?
If you thought that creating a brand plan was only a marketer’s responsibility, think again! In the healthcare industry, marketing and medical affairs are the 2 legs on which a brand strategy is created and sales teams execute the strategy to create a brand.
If either of the 2 legs does not perform, the sales team will start on a weak pillar in the market.
In fact, in a good medico-marketing team, the brand plan responsibility is jointly owned by medical affairs and marketing. The first step of analysis needs to be done by both teams together. Based on the analysis, medical affairs takes the lead in creating the first draft of a scientific plan. This is followed by a discussion between both teams and finally marketing completes it with budgetary allocations.
The exercise does not end here. The market is a very dynamic place and medical affairs need to be on their toes with new evidence as it gets published. The strategy might need a change at any time during the year based on what evidence has come up. Anything of importance that might have an implication on the strategy needs to be shared with marketing asap and the team needs to take proactive actions as necessary.
Here is a free downloadable template of what needs to go into a scientific marketing plan.
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