The Lather Trap: Why Does Pharma Brand Planning Have More Volume Than Substance?

Author(s): Laragh de Bhulbh

Capacity isn't your problem. Capability is. Here's why pharma brand planning keeps falling into the same trap.

There is more rinse and repeat in Pharma brand plans than in a shampoo advert! And like the lather you get with a shampoo - there is a lot of volume but little substance behind it. If you have ever sat in a Pharma brand planning session you could be forgiven for thinking you are experiencing Deja Vu.

At this time of year the pace is relentless with teams trying to squeeze in planning sessions between international congress and getting Medical, Marketing and Market Access in the one room is a scheduling feat and maybe that’s part of the challenge. Time is a valuable resource and time for “strategic thinking” is at a premium.

You might be trying to pull pieces together in between meetings in preparation but chances are when you get into that room to pull it all together (that is if you haven’t just been asked to email across your functional slides) then you are tired and your main focus is getting it done.