Often what separates successful marketing from bad is good competitive intelligence. This is true in life sciences as much as other industries. Many companies approach CI in a way that is unplanned, indirect and harmful to their business. But how does one know if they are conducting their company's CI in the best way?
If you are trying to determine how to use competitive intelligence better, if you are attempting to judge your efforts compared to companies that have been successful, and if you want to know what computer resources might assist you, this guide can help. If you want to get more attention for CI in your organization, and develop a professional and worthwhile approach, this guide is the most useful, current and relevant published on the subject.
Prepared by Dr. Laura Ruth, PhD and the experts at Fuld & Company, jointly published with Kalorama Information, a premier life sciences market research publisher, can assist executives in the life science tasked with implementing competitive intelligence activities.
The utility and power of competitive intelligence for improving decision-making for strategy, operations, and tactical applications comes from knowing what CI can and cannot do and how it fits into the spectrum of widely used market analysis techniques. Data from a 2007 CI benchmarking survey from Fuld & Company, ‘From Stick Fetchers to World Class™’ indicates that CI is part of many pharmaceutical and biotechnology companies. The pharmaceutical and biotech companies are spending anywhere from less than $100,000 dollars to more than $2 million dollars. The years of experience the information in this guide represents is intended for anyone in the life sciences using CI, such as brand managers, R&D managers, regulatory affairs, or investor relations, who is either learning about CI for the first time or building on information they already know. Highlights:
CHAPTER ONE: EXECUTIVE SUMMARY
CHAPTER TWO: INTRODUCTION
CHAPTER THREE: COMPETITIVE INTELLIGENCE “HOW-TO
CHAPTER FOUR: CI SOFTWARE - WHAT IT DOES? HOW IT CAN HELP? HOW TO EVALUATE?
CHAPTER FIVE: GETTING HELP WITH CI PROCESSES:
IMPLEMENTING AND IMPROVING
CHAPTER SIX: INTELLIGENCE VOCABULARY
APPENDIX: FULD & COMPANY SERVICES
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