New Brand Management Module in Thomson Pharma
One of the most critical aspects of drug development and the commercialization process is understanding how published information supports or detracts from the key clinical concepts and themes that uniquely distinguish a product. The new Thomson PharmaSM Brand Management Module gives users the tools to help them make critical 'go/no go' decisions on products, licensing, new indications and more.
The new Thomson Pharma Brand Management Module is a strategic tool for product, brand and franchise managers in the global pharmaceutical industry to help develop effective messaging and positioning for products launched in the market.
At its core, the module gives users the ability to measure the potential impact of scientific information on their products from the point of view of the prescribing clinician.
The Thomson Pharma Brand Management Module is derived from the Thomson Message Mapping System™ (formerly the Astrolabe Message Mapping System™ ). Within Thomson Pharma , the Brand Management Module assigns an evidence-based credibility score and aggregates a range of key message metrics to deliver graphic and statistical analyses. The system analyzes information from scientific literature and medical meetings that describe the user's products and competing products from the perspective of the healthcare professional, and critically evaluates key concepts and themes in terms of their strength, diversity, and value.
The Brand Management Module offers unique benefits to various groups within the Pharmaceutical industry:
- Medical Affairs and publications planning: the module will enable users to centralize critical information on themes, concepts and messages for more focused and effective strategic publication planning. They can also identify prominent authors and investigators in therapeutic areas
- Marketing: marketing professionals will be able to identify gaps in both their scientific messaging and the messaging of competitors. They will also be able to benchmark their information against market leaders, identify new competitors, and determine whether their messages are reaching target audiences
- Competitive intelligence: the Brand Management Module provides competitive intelligence to support improved product positioning, alerts to competitive threats, and arms users with the ability to respond quickly to those threats
- Business Development and Regulatory Affairs: practitioners will find the module particularly useful for easily identifying what opportunities exist and identifying specific weaknesses in the clinical aspects of competitive products
See it for yourself
The Brand Management Module launched on 27 March 2006, and can be seen at the Pharmaceutical Marketing Summit to be held in New Brunswick , NJ, USA from April 3-5.
Additional information
See it for yourselfThe Brand Management Module launched on 27 March 2006, and can be seen at the Pharmaceutical Marketing Summit to be held in New Brunswick , NJ, USA from April 3-5 .
More about the Brand Management Module
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