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Performance Benchmark: Optimizing Marketing Staff Levels to Drive Growth

Published by: Best Practices, LLC

Published: Dec. 1, 2008 - 60 Pages


Table of Contents


RESEARCH OBJECTIVES

Research Objectives and Priorities

Multiple Dimensions of Marketing Productivity

FIELD RESEARCH OVERVIEW

Biopharma Marketing Leaders

Representative Benchmark Participant Titles

KEY INSIGHTS, FINDINGS & OBSERVATIONS

Marketing Models Evolve to Reflect Business Model

Sales Growth Rates Reflect Product Type

Gross Margins Highest for Patented & Branded Products

Strategic Marketing FTEs per $100 Million Sales

Tactical Marketing FTEs per $100 Million Sales

Product Coverage per Strategic Marketing Staffer

Product Coverage per Tactical Marketing Staffer

Marketing Optimization Insights

MARKETING EXCELLENCE

Benchmarks Reflect Three Business Models

Branded Rx Participants Reflect Specialty Products

Medical Device Participants Reflect Specialty Products

Branded Rx Participants Serve Many Non-Institutional Customers

Medical Device Participants Serve Many Institutional Customers

Geographic Market Scope among Branded Rx Teams

Geographic Market Scope among Generic Teams

Geographic Market Scope among Medical Device Teams

BRANDED Rx PRODUCTS

Branded Rx Product Leaders

Branded Strategic Marketers

Branded Tactical Marketers

Branded Revenue Levels

Branded Products Growth

Branded Product Profit Margins

Branded Strategic Marketing FTEs per $100 Million Revenue

Branded Tactical Marketing FTEs per $100 Million Revenue

Driving Growth & Margin with Strategic Marketing Staff

Driving Growth & Margin with Tactical Marketing Staff

Strategic Activity

Tactical Activity

Marketing Activities - Branded Strategic FTEs

Marketing Activities - Branded Tactical FTEs

Marketing Activities - Branded Overview FTEs

MEDICAL DEVICES

Medical Device Leaders

Medical Device Strategic Marketing

Medical Device Tactical Marketing

Medical Device Revenue Levels

Medical Device Portfolio Growth

Medical Device Profit Margins

Medical Device Strategic Marketing Staffing

Medical Device Tactical Marketing Staffing

Driving Growth & Margin through Strategy

Driving Growth & Margin through Tactics

Strategic Activity

Tactical Activity

Strategic FTEs

Tactical FTEs

Consolidated Strategic & Tactical FTEs

ABOUT BEST PRACTICES, LLC

Abstract

This benchmark research study assessed Marketing Staffing and Activity versus growth and margin rates across three segments - Branded Bio-Pharma Rx Products, Medical Devices, and Generic Products.

The benchmarks developed by this assessment are prepared to aid marketing organizations with direction for strategic and tactical marketing activities to support their product portfolios in optimizing growth and profitability rates. The study engaged more than 60 marketing leaders in field research, probing critical marketing productivity factors.

Among the questions that this research addressed are the following:
  • What staffing and productivity levels exist across healthcare business models?
  • What growth and profit margin levels characterize high performance?
  • What strategic marketing activities are most important and consume the greatest resources?
Performance metrics enable executives to perform gap analyses and identify areas needing improvement. Metrics are an important complement to the qualitative best practices included in this report. Best Practices, LLC collected and analyzed the following key metrics:
  • Number of Products Supported per Tactical Marketing FTE (Branded and Medical Devices)
  • Number of Strategic Marketing FTEs per $100 Million (Branded and Medical Devices)
  • Time & Activity Benchmarks for Strategic Marketing Staff (Branded and Medical Devices)
  • Strategic Marketing Staff Benchmarks Across Key Activities (Branded and Medical Devices)
  • Tactical Marketing Staff Benchmarks Across Key Activities (Branded and Medical Devices)
INDUSTRIES PROFILED

Health Care; Pharmaceutical; Biotechnology; Chemical; Technology; Manufacturing

COMPANIES PROFILED

Abbott; Pharmacopeia; American Regent; Cardinal Health; BARD; PDL; BD; LifeScan; Intas; Jazz Pharmaceuticals; Hospira; Medrad; Luitpold; Pfizer; MSD; Medtronic; Nupathe; Baxter Healthcare; Response; Stryker; Teun; Roche; YM Biosciences; Respironics; Johnson & Johnson; Sanofi-Aventis; Amylin; Smiths Medical; Merck Serono; Solvay Pharmaceuticals; Covidien; Talecris; Novartis; Theravance; Alcon; Watson Pharmaceuticals; Emcure; Aton Pharma; Genzyme; Amgen

STUDY SNAPSHOT

Sixty marketing executives representing either full-company or unique business unit perspectives participated in the field research representing forty-five bio-pharmaceutical, medical device and generic companies.

KEY FINDINGS

Marketing improvement opportunities reside along four fronts & opportunity type varies across different business units:
  • Structure: No one structure is ideal across all businesses, each organization must identify their unique situation and properly align structure to optimize resource allocation while allowing their flexibility to meet with opportunities and challenges as they arise.
  • Staffing: Businesses should continually review staffing alignment with business objectives to ensure that brands are properly resourced within the scope of the portfolio to optimize revenue growth and profit margins.
  • Marketing Activity: Each business unit has opportunities to shift and optimize marketing activities over time and to optimize portfolio growth rates throughout the product lifecycle.
  • Growth & Margin Rate: Given the vast disparity between high- and low-growth and margin products, each organization must understand its unique situation and focus resources to align with proper business objectives. Marketing staffing and activity optimization can help enhance growth rates - and in the right situations, margin rates as well.


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