Interim marketing planning services - May to end September 2009

Assignment objectives were:

1. To prepare the 2010 brand plan. Outcome: This was developed, presented to management and approved within 2 months.
2. To refresh the promotional campaign for brand to support the cycle meeting. Outcome: This was achieved within 3 months by taking guidance from recently completed detail follow up (DFU) market research findings and working with advertising agency staff, global marketing, the General and Sales Managers and the Sales Brand Task Force team members. The new promotional materials are designed to reflect a new visual and new commanding claim based on new scientific data. The new detail aid incorporated a range of new patient cards to direct target customers to appropriate patient types for the brand. The concept of tracking target customers´ prescribing behaviour via a “Prescribing Pathway” was introduced. Briefing documents were drafted and approved for all significant in line and new promotional materials. Guidance was issued on new ABPI Code of Practice responsibilities for gifts and services delivered by Sales Representatives. Hospital promotion of the brand was reprioritisation. A medical education agency was briefed to prepare educational support materials for the NHS Liason team. The 2009 promotional budget spend was monitored. Priorities identified for budget spend in the final quarter of 2009.
3. Additional assignments: Invited to join a strategic Task Force team established to address a potential significant business challenge. Outcome: The team identified key drivers needed to overcome the challenge and significant progress was achieved in minimising the potential threats.
4. Additional assignments: Invited to provide insights and suggestions for the planned launch of new company product in a new therapeutic area into the UK. Outcome: A preliminary pre-launch plan and budget was proposed and recommended. Priority actions were agreed and approved for immediate implementation.

“Brian is a highly effective interim marketing manager. He brings his very extensive marketing planning experience to rapidly deliver results. He quickly works out what is needed, offers his ideas and then delivers. He successfully prepared and secured approval of our 2010 brand plan and produced and implemented a refreshed campaign for our leading brand within the agreed 5 month time frame. He proved to be a very willing and effective mentor for other members of our marketing team. I would have no hesitation in hiring Brian again. If you need a highly experienced and effective interim marketing planning manager, Brian is capable of delivering.”
November 2, 2009. Bob Cuffe - General Manager, Norgine Pharmaceuticals Ltd. U.K.

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