Training on the brand manager level: a path less traveled


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“The marketplace was screaming bloody murder for our product, and our competitor was eating our lunch as it tried to gobble up market share with a similar product. I was forced to work around the clock just to stay afloat. I was managing strategic planning for the brand, creating Dear Doctor letters, and handling negative publicity. At the same time, I was working with the advertising agency and creating patient education materials to maintain positive brand awareness.”
Jean Mowrey, an award-winning sales rep and successful sales training director for a major pharmaceutical company, recalls her introduction to brand management. She was brought in to manage her company’s core product line, which generated million of dollars in revenue. She was immediately responsible for launching two new products; developing a supplemental new drug application; handling two FDA product recalls; and managing a crisis surrounding a major GMP issue, which resulted in a plant shut-down and managing…

Brand Interdependency Model

Experts on this topic
Phil Deschamps.
Executive VP, general manager, Gerbig, Snell/Weisheimer & Associates Inc., Westerville, Ohio; Gerbig, Snell/Weisheimer & Associates is the healthcare advertising unit of inChord Communications Inc. (Before joining GSW, Mr. Deschamps served as director of neuroscience marketing at Bristol-Myers Squibb Co.)
Sal Guerriero. President, Wanamaker Educational Services, Norristown, Pa.; Wanamaker Educational Services, is a division of Wanamaker Associates, which delivers marketing training solutions to pharmaceutical companies. (Mr. Guerriero teaches pharmaceutical marketing as part of St. Joseph University’s Executive MBA program. Before joining Wanamaker, he was an internal solutions leader at AstraZeneca.)
Jean Mowrey. President and CEO, Emp-Higher Performance Development, Yardley, Pa.; Emp-Higher Performance specializes in sales performance consulting, keynote speaking, and sales training for the biopharmaceutical industry
Richard M. Nordstrom. Executive VP, chief operating officer, The Corbett Healthcare Group and Corbett Worldwide Healthcare Communications, Chicago; Corbett is a healthcare advertising agency
Mark Soufleris. VP Marketing, NABI, Boca Raton, Fla.; Nabi is a biopharmaceutical company
Kathleen Wickman. Senior VP, Catalyst Communications Inc., South Plainfield, N.J.; Catalyst is a healthcare advertising agency