SEPTEMBER 2010 • Contents

Changing the Game:
New Opportunities in the Dynamic Market

In today’s environment, competition is intensifying, resources are becoming scarce and the stakes are higher than ever before. Commercial effectiveness has become more than a goal — it’s an over-arching strategy that many companies are employing as they strive to link critically related functions like sales and marketing. To win in the marketplace, companies need to take a patient-centric view that begins in brand planning and extends through field force effectiveness. Focusing on the dynamic market — those prescribers and prescriptions that are truly in play vs. focused on continuing therapy — is what will distinguish highly successful companies from those content with the status quo. In this video, get an insider’s view of why companies need to focus on the dynamic market and how they can immediately apply novel approaches to achieve optimal commercial effectiveness.

IMS experts will:

• Demonstrate the influence of the dynamic market and highlight how it can change the game for companies of all sizes and brands at all stages
• Describe best practice approaches for physician segmentation; promotional planning and allocation; and sales force sizing, targeting and managed care pull-through
• Explain how to uncover new opportunities and focus on true areas of market growth
  

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