Agile brand management is a necessity in today’s Life Sciences competitive environment. It enables Brand leaders to adjust quickly and adapt to a very competitive marketplace. Some of the benefits of Agile brand management include: Market share improvements, brand positioning for long-term growth, realization of higher ROI on marketing spend, integration between Marketing and Sales for quick decision-making, revenue protection and margin improvements.

1. For Life Sciences brands

2. TRADITIONAL
BRAND PLANNING
Why does it fail?

3. Traditional Brand Planning Approach
Apr May Jun Jul Aug Sep Oct Nov Dec

4. Aug Sep
Apr May Jun Jul Oct Nov Dec

5. Cost of Traditional Approach
TRx Volume
Months

6. Cost of Traditional Approach

7. AGILE BRAND
PLANNING

8. ag·ile adjective
Characterized by quickness, lightness,
and ease of movement; nimble.

9. Agile
Brand
Management
Traditional
Brand
Planning
Forecast

10. Not simply doing
the same thing
Apr May Jun Julmore often
Aug Sep Oct Nov Dec

11. Let’s compare
Traditional brand planning Agile brand planning
• Massive team activity • Clear ownership
• Annual deep-dive • Ongoing reviews
• Mixed incentives • Shared incentives
• Traditional reports • Tailored scorecards
• Sales & Marketing • Joint metrics for Sales and
mis-aligned marketing

12. ATTAINING
AGILITY

14. Executive sponsor

15. Clear process owner

16. Aligned metrics
across Sales
and Marketing

17. Sales Operations support

18. Sales and Marketing Analytics:
• How are the competitors performing?
• How much lift are the promotional activities
creating?
• How are the field reps performing?
• Which geographies are performing better than
expected?

19. Frequent reviews for
strategic and tactical
course correction

20. War Room

21. War Room rationale
"I actually think most people
don't want Google to answer
their questions. They want
Google to tell them what they
should be doing next."
Eric Schmidt, CEO, Google

22. The awesome
power of good
visuals

23. For more information
sales@modeln.com
www.modeln.com