Best Practices in Designing Effective Brand Teams

Summary

""Designing Effective Brand Teams: Brand Governance and Brand Team Management"" explores how high-performing brand teams coordinate, communicate, and execute critical activities to drive brand growth. It yields insights into how pharmaceutical and biotech companies structure and manage their cross-functional brand teams to facilitate brand performance. The study also examines how brand teams manage their stakeholder relationships and decision rights.

• Staffing and functional representation for brand teams
• Brand team operations, decision rights and responsibilities
• Meeting frequencies
• Reporting relationships
• Performance-based compensation and reviews
• Brand performance measures

INDUSTRIES PROFILED

Health Care; Pharmaceutical; Biotech

COMPANIES PROFILED

Abbott; Alcon Laboratories; Amylin; Baxter; Bayer; Bayer Schering AG; Biogen Idec; Cephalon; Eli Lilly; Genentech; GlaxoSmithKline; Johnson & Johnson; Merial; Novo Nordisk; Orchid; Purdue Pharma; Roche; Schwarz Pharma Ltd.; Shire; Stiefel Laboratories; Takeda; TAP Pharmaceuticals; Wyeth; Novartis

STUDY SNAPSHOT

This 69-page study involved a survey of managers and executives that are involved with brand teams in the pharmaceutical and biotech industries. This report reflects inputs from managers and executives representing 33 brands in 26 different companies. Interviews were conducted with 10 managers from among the benchmark partners.

Best Practices, LLC conducted this study to identify key benchmarks and strategies for designing effective brand teams. The research results should be used to assess existing brand teams and provide a landscape perspective about the brand team structure and governance styles of other pharmaceutical and biotech brand teams.

SAMPLE KEY FINDINGS

Most brands recognize a core team of 3-10 people, usually concentrated around the marketing function, who regularly handle tactical matters and ""organic problem solving.""

• Other members of the core team are drawn most commonly from Medical Affairs, Strategy, Managed Care, and Clinical areas
• Extended team, usually of 6-22 members, augment representation from core team membership and add other critical areas: Sales, Market Research, Regulatory, Product Development, Manufacturing and Supply Chain, Safety, Customer Service, etc.
• Several respondents underscored the importance of the collaboration between sales and marketing

Contents

• Study Overview
• Key Insights, Perspectives, & Practices
  • Team Structure and Organization
  • Leadership
  • Decision Making
  • Critical Work Practices
  • Managing Performance
  • Team Behaviors
  • Common Pitfalls to Avoid
• Key Findings
• Benchmark Class: Background Information
• Participating Companies
  • Revenues for The Benchmark Class
  • Years in Market
  • Average Product Age by Revenue Class
  • Product Growth Rates
  • Specialty vs. Primary Care
  • Co-Promotions and Alliances
• Brand Team Size, Structure, and Composition
  • Size of Brand Teams
  • Brand Team Size Segmented by Revenue Class
  • Brand Team Size Segmented by Product Age
  • Brand Team Size Segmented by Primary/Specialty
  • Functional Representation - Primary vs. Specialty
  • Co-Promotions Compared to Brand Team Size
  • Functional Representation - Core or Extended
  • Functional Representation
  • Additional Functions
  • Functions That Are Commonly Shared Services
  • Brand Team Leaders - Function
  • Brand Team Leaders - Level
  • Brand Team Reporting Head - Function
  • Brand Team Reporting Head - Level
• Brand Team Operations and Responsibilities
  • Meeting Frequency - Core Team
  • Meeting Frequency - Extended Team
  • Brand Team Meeting Agendas
  • Brand Team Accountability and Responsibility
  • Brand Team Accountability or Responsibility
  • Brand Team Decision Reviews
  • Incentives for Brand Performance
  • Performance-Based Compensation and Brand Growth
  • Performance Evaluations
  • Process for Escalating or Resolving Conflict
  • Decision Tools
  • Communicating Brand Team Decisions
  • Performance Metrics for Brands
  • Frequency of Brand Performance Reviews